Publishers and their representative trade bodies, on the other hand, argue that web ads provide revenue to website owners, which enable the website owners to create or otherwise purchase content for the website.
Prevent undesirable websites from making ad revenue out of the user's visit. Save battery on mobile devices or laptops. The motion in some ads is nauseating for some users. Some ads cover the text making it partly illegible, making the site unusable. On most websites user tracking and advertising code alone constitutes the majority of the downloadable content, thus significantly inflating the amount of data downloaded by the user ("web bloat"). Saving bandwidth (and by extension, money). Any intrusive actions from the ads, including but not limited to: drive-by downloads, invisible overlay click areas (such as a regular link that opens an unexpected external website), opening in a new tab, popups and auto-redirects. Reduces the number of HTTP cookies, browser fingerprinting and other aggressive behavioral tracking techniques. There are various fundamental reasons why one would want to use ad-blocking: Īmong technical audiences the rate of blocking reaches 58% as of 2021. Īs of 2021, 27% of US Internet users used ad blocking software, with continued increasing trend since 2014. In March 2016, the Internet Advertising Bureau reported that UK ad blocking was already at 22% among people over 18 years old. In a survey research study released Q2 2016, Met Facts reported 72 million Americans, 12.8 million adults in the UK, and 13.2 million adults in France were using ad blockers on their PCs, smartphones, or tablet computers. As of Q2 2015, 45 million Americans were using ad blockers. Use of mobile and desktop ad blocking software designed to remove traditional advertising grew by 41% worldwide and by 48% in the U.S. Many browsers offer some ways to remove or alter advertisements: either by targeting technologies that are used to deliver ads (such as embedded content delivered through browser plug-ins or via HTML5), targeting URLs that are the source of ads, or targeting behaviors characteristic to ads (such as the use of HTML5 AutoPlay of both audio and video). Online advertising exists in a variety of forms, including web banners, pictures, animations, embedded audio and video, text, or pop-up windows, and can even employ audio and video autoplay.
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