We’ve made our raw data available if you’d like to take a look.
Of the 39 sites analyzed, adblock succeeded in blocking every ad on more than half of the sites.
To identify best practices, we conducted a study of the top 50 media websites, analyzing in detail how they combat adblock. Remarkably, not a single top publisher is able to sidestep adblock and show standard ad units.
However, many publishers take advantage of tactics to show non-standard units. Let’s start with quick primer on the impact of adblock.
On mobile, adblock usage in the US only amounted to 0.1% of pageviews in September of 2015. With the introduction of i OS 9, Apple enabled adblocking apps in the app store.
Adblockers work by blocking network requests to known ad serving domains and hiding parts of the page that show ads.
When adblock blocks ads, publishers earn no ad revenue.
In each case, we loaded the URL once with adblock disabled, and once with Ad Block Plus enabled.
We then counted the ad units on the page under both scenarios.