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9% of Most Popular Websites Use Anti-Adblock Scripts

9% of Most Popular Websites Use Anti-Adblock Scripts

PerformanceIN

Some 9% of the world’s most popular websites are using anti-adblock scripts in efforts to stave off the rise in ad blocker adoption and protect ad revenue.

As reported by Bleeping Computer, the finding is based on research by the University of Iowa and California-Riverside on the use and evolution of anti-adblock scripts - which detect the use of ad blockers and modify the sites’ HTML - over the last five years.

Fighting back

Scouring through cached copies of Alexa’s top 5,000 websites, researchers looked for use of the two most popular scripts - Anti-Adblock Killer List and Combined EasyList - which detect the use of ad blockers and serve a notification requesting the user to disable the software or whitelist the site in order to access its content.

The results turned out an incremental rise in anti-adblocking scripts in accordance with the software’s growing adoption among internet users and is evidence that publishers “reacted immediately” to the threat of ad blockers on revenue.

According to BC, the results follow similar research undertaken by the same team released in 2016, where it was found that 686 of the Alexa top 100,000 websites “visibly reacted” to ad blockers, modifying the HTML code sent to users’ browsers.

Next month, Google will launch Chrome’s inbuilt ad blocking function, following in the vein of competitors such as Opera, which will block all ads on sites not conforming to the Coalition for Better Ads standards, which would include ad experiences that rank lowest across a range of user experience factors, such as pop-ups, takeovers and autoplay audio ads.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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