Ad Blocking: What you need to know

Ad Blocking: What you need to know 2

What Is Ad Blocking?

Technologies that consumers are using to prevent the download or display of advertising. Ad blockers exist for most desktop web browsers and are now beginning to impact mobile web browsing as well. Read more

Ad Blocking

IAB Ad Blocking Report: Who Blocks Ads, Why and How to Win Them Back

Ad Blocking: Who Blocks Ads, Why, and How to Win Them Back, is an IAB research report conducted by C3Research that shows two-thirds of U.S. consumers using ad blockers could be convinced to uninstall their ad blocking software. Read more.

Insights from the IAB Ad Blocking and User Experience Summit

Ad blocking is a globally pervasive phenomenon presenting publishers, brands, agencies, and ad technology providers with substantial challenges.

On June 6, 2016, IAB convened the IAB Ad Blocking and User Experience Summit to offer these constituencies the opportunity to provide each other with “news you can use.” Presenters offered research on ad blocking trends, insights into the issues underlying the phenomenon, and details about publisher-developed solutions and their effectiveness at converting ad blocking users into ad consumers. Read the Seven Recommendations to Reduce the Impact of Ad Blocking.

IAB Is Fighting Ad Blocking

IAB is strongly opposed to ad blocking. We believe in an ad-supported internet. Read more

Depriving the internet of advertising dollars will reduce the diversity of voices in digital media. You can read more thoughts on ad blocking in an op-ed by Randall Rothenberg in Advertising Age.

IAB Tech Lab Solutions

Getting LEAN with Digital Ad UXThe IAB Tech Lab is taking action to fight ad blocking. Along with its Ad Blocking Working Group, the IAB Tech Lab is leading several initiatives and the following efforts are underway:

  • Guidelines & Standards
  • Detection / Post Detection
  • Better User Experience Solutions

The LEAN Ads program outlines the principles that will help guide the next phases of advertising technical standards for the global digital advertising supply chain.

CLONE: IAB Tech Lab Solutions


The IAB Tech Lab Publisher Ad Blocking Primer outlines the tactics publishers are successfully employing to persuade users to stop deploying ad blockers. The primer identifies DEAL (Detect, Explain, Ask, and Lift or Limit) as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process. We want to offer a LEAN user experience in order for us to make a DEAL with the customer. The primer documents and crystallizes a lot of different options available to publishers.

IAB has run a series of IAB town halls around ad blocking and the LEAN principles. The first town hall was held at the IAB Ad Operations Summit in November 2015.


Ad Blocking in the News

More news

Global Ad Blocking Studies

More international studies


  • Ad blocking is estimated to cost publishers $22 billion in 2015
  • U.S. ad blocking grew by 48% YOY to reach 45 million active users in 12 months thru June 2015
  • There are 198 million active ad blocker users around the worldSource: PageFair and Adobe’s 2015 Ad Blocking Report: “The cost of ad blocking,” updated on August 26, 2015

See more stats here


IAB Members & IAB Tech Lab Members: Want to discuss Ad Blocking? Contact us at [email protected]