About Ad Blocking With the Example of AdBlock Plus

Such a browser extension as AdBlocker developed by a German software development company Eyeo GmbH filters the content when you surf over the Internet and blocks advertisement. This is a convenient way to master your time and enhance your web experience without being distracted by bright and useless banners and annoying videos. Almost any user of the Internet thinks this way. Still, you should know that a lot of sites exist mostly because of that add, and when you refuse it, they do not get income.

If it is such a problem, why have large players at the market accepted such state of things and allowed to develop and launch this software? There is an opinion that this is a big deal. Certain companies being able to settle the matter can earn income paid by large publishers initiating the program against blocking of advertisement.

Hardly all this is about the convenience of users. But the idea that blocking is not good is developing massively, regardless of the fact that next time you could fail to find the resource you look for: it could be liquidated due to lack of financing. There are other participators insisting that this option is here to stay if it respects the interests of all sides involved in the process.

So, let’s try to consider the details of this issue through an example of Eyeo’s AdBlocker to understand the virtues and perspectives of those options.

How does it work?

Eyeo’s AdBlocker app screenshots

Eyeo’s AdBlocker was launched in 2011. And since that time the codified requirements for advertisement, which should be skipped by the blocking extension, have been applied. Thus, if particular websites cooperate with Eyeo, their advertisement meeting the specified standards will not be blocked. Such add should not be large and annoying, meaning the interests of both users and websites are accommodated. Here we should say that over 90 % of companies cooperating with Eyeo don’t have to pay to be added to the whitelist. The rest of them are the largest representatives of this market, and they have to pay 30% of their revenue from the allowed ad.

If there is Adblock Plus installed on your device, you know that by default it blocks advertisement of all sites which are not mentioned in Eyeo’s whitelist. The developer of this extension does his best to keep it under control, imposing a ban on those publishers who try to break the rules. Still, there is an option allowing a user to refuse even that ad from the whitelist. It’s for you to decide!

Regardless of complaints, the developer of the software believes ad blocking is for the long haul. The sites will be free anyway, and users should have a choice to view their ad or refuse it as far as the advertisement has become very aggressive recently, bringing little value indeed.

Who develops the Acceptable Ads requirements?

Since 2017 a correspondent nonprofit has been working cooperating with other members of the online advertising market. It was founded by Eyeo and consisted of 50 members. The specialists of ad technology fields, advertisement agents, and more are involved in working at the project and developing the requirements for advertisement.

Also, there is the Coalition for Better Ads, which acts in the same way almost but is independent of Eyeo. In 2018 Google turned to it for the development of standards for Chrome’s ad-blocking policy. And that was the first attempt to protect users from the aggressive ads overused by web sites. This initiative has made Google one of the Internet’s most prominent online services taking care of its users.

What about the blocking of ad trackers?

When you view the ad online, you are tracked by various services, as you probably know. The information is used for marketing, but still, this is a kind of breach of confidentiality of a user that is why most of us choose to block that tracker. But Adblock Plus does not do it by default. It suggests a tool for this purpose tha learns which services are tracking a user. But this process takes some time, and that is why in the beginning it still allows getting the information about a user’s interests.

Various levels of tracking protections are available now including Adblock Plus as we have mentioned above. But when you use this extension, mind that the developer leaves it with you to decide whether this tool should be enabled. If you want, you can activate this option manually. The software suggests several choices to narrow the options.

Will Chrome spoil the state of things?

Chrome logo on the phone

The point is that Chrome has its Manifest v3, which includes various requirements for extensions and ad blockers. Its purpose is to enhance privacy, security, and performance. There is nothing special about limits for ad blockers in this document. It is about principles the extensions apply to test ad for compliance with the requirements for a white list. The rules are widely discussed, and users even threatened to quit Chrome browser if it prevents ad blockers from blocking ads. In the long run, they are allowed by now.

Can ad-blocker be built into a browser?

As some developers promise, soon ad blocking will be enabled as a built-in option in Opera and UC Browser. There are rumors that Edge for mobiles will also integrate Adblock Plus. It can be available in Firefox and Samsung Internet. Moreover, the developer of Adblock Plus provides its own browser for iPhones with built-in ad-blocking. Thus, we can wait for a full expansion of this option.

There is a particular ad-blocking approach from the developer of Brave browser. Its system offers the users to view Brave-supplied advertisement, but at the same time, it blocks publishers’ one. Herewith, being optional, the system pays users a certain amount of revenue generated thanks to that ad. Brave works a lot at this segment, even in cooperation with publishers.

As you can see, Brave and Eyeo approaches make a big difference. Brave blocks trackers without any white lists for them. They want to share rewards between users and publishers and exclude any intermediaries while Eyeo is not able to provide user privacy and publisher revenue at the same time when its tracker blocking is enabled.

Live issue

We understand that online advertising is not only annoying. It also brings the danger of delivering malware. Moreover, it invades your privacy. When it is on, you download the websites more slowly, the battery is discharged faster, and yes – the ad eats through a data plan. As a result, ad-blocking software, including Eyeo’s extension, is very popular and has been installed on 100 million desktops and mobile devices. But if all ad is blocked, you will have to pay for access to any website as some insiders suppose. While the others are sure that a user should decide whether he wants to view advertisement and he does not be obliged to pay for visiting websites. So the situation is not as easy as we would like to see it.

Because of unfolding events, still, we have access to the perfect free extension blocking advertisement without any efforts suggesting tons of options for us to feel convenient. You can allow ads on some sites or block all of them. Do what you think is right and keep over the events.

If this information is useful for you and, perhaps, it even makes you change your mind as to using ad blocking websites, please, leave your comments below. Let us know your opinion in any case.