How to block ads on the internet? More and more network users know this

Service Business

A large proportion of Internet users know perfectly well how to block advertisements appearing on websites. Recently published statistics may frighten publishers - it turns out that almost every third Internet user aged 16 to 34 uses programs or extensions that block network ads. Can the increasing use of adblocks change the face of the Internet as we know it?

A large proportion of Internet users know very well how to block ads

The numbers do not inspire optimism for website publishers. According to the data contained in the recently presented GlobalWebIndex analysis, it turns out that 34% of internet users aged 16 to 24 and 31% of internet users between 25 and 34 use ad blocking programs.

This problem seems to be particularly important because the most common blockers of network ads are the so-called Millennium generation, which in the current years is the most important driving force of the advertising market.

Millennium generation - generation Y, millennials - generation of people born in the 1980s and 1990s (in Poland, 1984-1997 milestones are accepted), characterized by the acquisition of technological novelties, actively using the Internet and digital media, well-educated and first of all, the quality of life.

Why do Internet users block ads?

Another interesting fact can be deduced from the GlobalWebIndex analysis. j for fear of storing and processing their personal data. For almost every age group surveyed, the percentage of users who are concerned about how advertisers use their data is very high. Such concerns are expressed by 56% of users aged 16 to 24 and as many as 64% of Internet users aged 55 to 64.

However, this is not the only reason why Internet users choose to block network advertising. A large number of them consider them aggressive, burdensome and disturbing to use the Internet. Internet users on mobile devices also complain that network advertising slows down the performance of the equipment.

Whose side is the problem?

Publishers and advertisers' fears that with the growing popularity of internet ad blocking software are correct, it may soon lose its value significantly. According to Randall Rothenberg, head of the Interactive Advertisment Bureau, online ad content blocking has reached a critical level. Displaying an internet advertisement is a considerable income of advertisers and publishers of websites.

Ad blocking can be considered unethical as it takes the earnings of a certain group of people involved in online advertising. According to the old proverb - a stick has two ends. The problem of blocking advertising content on the web also did not come out of nowhere.

Polish websites are full of advertising content. Often, as internet users, we may come across somewhat onerous and distracting forms of advertising, such as pop-ups, sliders or widgets, which effectively obscure the content we are interested in. Over time, there is no solution to the problem other than using anti-irritating software.

How to block ads or the arms race

There are quite a few ways to block advertisements in web browsers. Various methods of operation can be found on thematic sites and forums. Some ads can be disabled from the search engine, some require special blocking software. It often takes the form of an extension in browsers (eg AdBlock Plus or Simple AdBlock) or separate software that works, however, with browsers (eg AdFender). You can easily find other ways to block ads on the Internet - e.g. by downloading a specific file and pasting it into the browser folder.

The blocking software pauses various types of advertising and additionally deletes cookies and browsing history. The user of such a program can personally determine the list of unblocked exception-sites, but the words "the program does not block 100% of ads" are sometimes significant in reviews of such applications.

However, publishers are not giving up. In September 2015, Google blocked the operation of AdBlock Plus on YouTube and Chrome users - whether they wanted it or not - watched the video, including advertisements. Immediately after this action, there were voices of opposition from Google. Website users complained that the ads cannot be skipped, and some of them even last several minutes. Google is constantly focusing on a campaign to limit network ad blocking activities.

Perhaps the cure for the problems of users and advertisers will be the new Brave web browser that Brendan Eich is working on. It has methods on how to block ads and focus on behavioral targeting to serve users only content that is tailored to their interests and preferences, and at the same time non-invasive in its form. Targeting, however, is to take place without violating the privacy rules on the web.

An attempt to solve the problem

The blocking battle is a vicious circle - by using adblocks, fewer and fewer ads reach the audience, as a result of which advertisers start the offensive. It results in aggressive advertisements focused on reaching web users. Unfortunately, Internet users do not like this type of advertising and install blocking software to avoid them.

A vicious circle can overshadow internet advertising, so actions are needed to recognize the needs and requirements of both parties. Advertisers should follow the guidelines provided by the aforementioned Randall Rothenberg. He stated that it is necessary to:

  • give up the most aggressive and irritating forms of internet advertising - pop-ups or self-recreating videos,

  • limit activities consisting in collecting as much information as possible about internet users,

  • make the ads load a moment before opening, not long before, as this has an impact on the speed of opening websites.

Users should stop using blocking software instead. Ad blocking is a loss of profit for advertisers for whom it is one of the major livelihoods. It is also worth realizing that the Internet is not a cashless machine - advertising revenues generated by publishers allow free access to many valuable content on the web. Only an agreement between advertisers and users can bring good solutions for Internet advertising.