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Adblock

What it is, how it works and why it is key to digital marketing

The term Adblock refers to a tool, usually in the form of an extension or plugin, that is installed in the browser and prevents advertisements from being displayed on websites.

These ad-blocking extensions are very popular, as users value an uninterrupted browsing experience.

This ad blocking technology detects and filters elements recognized as advertisements: banners, pop-ups, pop-up windows or even some video ad formats.

The ad blocker phenomenon is not limited to a single brand.

There are numerous ad blocking solutions with different names, although “AdBlock” is one of the best known on the market.

Other alternatives include uBlock Origin, AdGuard or Ghostery, which are similar, although they vary in the way they operate and the types of content they filter.

The origin of ad blockers

The growth of the Internet brought with it an exponential increase in the amount of advertising shown to users.

The excess of pop-ups and banners invaded the screen, hindering navigation and causing a feeling of saturation.

This context prompted the birth of ad-blocking software to improve the Internet user experience.

Over time, ad-blocking extensions were refined, learned to recognize more types of advertisements and became compatible with different browsers, such as Chrome, Firefox or Safari.

Today, they are so popular that many users don’t even remember what it was like to surf the web without ad blocking tools.

Why do users install Adblock and the like?

There are several motivations that lead a user to install an ad blocker, and the most common are:

  • Improve the browsing experience: by removing banners and pop-ups, reading and interacting with the content becomes more pleasant.
  • Increase loading speed: Advertisements, especially those containing videos or dynamic elements, can slow down the speed at which a page is displayed.
  • Protect privacy: some ads may track user behavior to deliver targeted advertising. Using ad-blocking extensions helps to reduce this tracking.
  • Avoid distractions: sometimes the most aggressive ads can be intrusive and worsen the usability of a website.

These motivations not only explain the rise of ad blockers, but also justify the continuous improvement of ad blocking technologies.

Therefore, the challenge for digital marketers lies in designing less invasive and more relevant advertising formats and strategies.

Types of advertising blocking tools

Although the traditional Adblock is an extension that is integrated into the browser, there are other versions or modalities:

  • DNS-based ad blockers: filter traffic before it reaches the device, preventing the loading of advertising elements from the source.
  • Mobile applications with integrated blocking: some mobile browsers already have an ad filtering system by default, which facilitates use on smartphones and tablets.
  • VPNs with ad blockers: certain virtual private network services incorporate features to suppress banners and pop-ups, also adding a layer of encryption for browsing.

Each type of ad blocker focuses on a different area, but they share the same goal: to improve the user experience by reducing intrusive advertising.

Impact on the advertising industry

The popularity of Adblock and other blocking extensions poses a challenge for online advertising.

Many websites fund their operations largely through ads, so blocking ads reduces their revenue.

This has generated a constant evolution in digital marketing formats:

  • New forms of native advertising: to circumvent blockers, webmasters can create integrated content that looks like it is part of the site’s narrative. However, lack of transparency can be counterproductive if users feel cheated.
  • Sponsorship and branded content strategies: collaborations can be developed between websites and advertisers, with sponsored articles or exclusive spaces where advertising is integrated without looking invasive.
  • Paid alternatives or subscriptions: many portals offer options for browsing without advertisements if the user pays a monthly subscription. This has proven successful in some media and streaming platforms.
  • Creation of valuable content: content marketing is becoming more relevant, as its goal is to attract users not with advertisements, but with useful and relevant information.

The use of Adblock has forced the industry to reinvent itself, giving rise to more subtle and efficient formats that try to respect the user’s experience as much as possible.

Consequences for the digital marketing strategy

Any brand or company that relies on digital ads to promote products or services could be negatively affected .

If a large part of your target audience uses ad blockers, efforts and investment in advertising campaigns may not achieve the expected results.

Consequently, more comprehensive and diversified strategies are required:

Optimize SEO:

As display advertising suffers, gaining visibility organically becomes more important.

Improving search engine rankings through relevant content can extend brand reach.

Bet on social media:

in social media platforms, ad blockers often don’t operate in the same way.

Thus, platforms such as Facebook, Instagram, TikTok or LinkedIn can work as a complementary channel for promotion.

Boost email marketing strategies:

When web advertising loses visibility, email marketing becomes a strategic ally.

With well-targeted campaigns and engaging emails, brands can reach the customer’s inbox, bypassing any ad-blocking technology.

The role of email marketing vs. Adblock

In an environment where ad blockers are gaining strength, email marketing emerges as one of the preferred channels for professionals to maintain constant contact with the audience.

Why? Because email doesn’t rely on banners embedded in a page or pop-ups that can be filtered, but goes directly to the recipient.

Of course, for email marketing to work, it is crucial to have professional tools that offer statistics, contact segmentation and a high level of deliverability.

Platforms such as Mailrelay can be of great help to manage large numbers of emails, as they allow you to design attractive newsletters, perform A/B tests and monitor the results of each campaign in real time.

In addition, taking care of the sender’s reputation and sending frequency is essential to avoid emails ending up in the spam folder.

With a carefully planned strategy, it is possible to build a bond of trust with subscribers, offering valuable content that, in the long term, will drive loyalty and conversions.

Consequently, when Adblock limits online ads, email marketing can make up for some of that lost reach.

Is it possible to counteract the effect of extensions to remove advertising?

Advertisers and media sometimes wonder if ad blocking can be circumvented in some way.

Although advanced techniques exist to try to “hide” banners, most users frown upon efforts to overcome ad blockers, as it is perceived as an invasion of the visitor’s preference.

Instead, the more ethical – and increasingly frequent – recommendation is to offer quality content and seek less intrusive ways of monetization .

Therefore, instead of fighting ad blockers, many companies choose to focus on:

  • Design attractive and non-invasive campaigns: light ad formats, related to the site’s theme and with a less disruptive visual impact.
  • Contextual and relevant advertising: when the user receives offers aligned with their interests, advertising is no longer considered a hindrance.
  • Build long-term relationships: opt for influencer marketing, content marketing and loyalty strategies that don’t rely solely on ads.

Advantages and disadvantages of using Adblock for users

There are advantages and disadvantages to using ad blocking software:

Advantages:

  • Cleaner and smoother navigation.
  • Less exposure to intrusive or annoying ads.
  • Data saving (especially on mobile devices).
  • Potential privacy enhancement by reducing advertising tracking.

Disadvantages:

  • Some sites restrict access if they detect the use of blockers, or display messages asking you to disable the extension to view the content.
  • Loss of access to offers that could be useful to the user.
  • Less funding for content creators, which hinders the sustainability of independent websites or free digital media.

In short, as an Internet user, installing an ad blocker can be very useful in terms of usability.

However, it is important to assess the balance between an ad-free experience and the sustainability of the content being consumed.

How does ad blocking influence the future of marketing?

As the percentage of internet users using extensions to remove advertising continues to grow, the future of digital marketing is toadopt an approach focused on customer experience and content relevance.

Evolutionary, interactive and less invasive ads are expected to become more relevant.

In addition, industry professionals should continue to explore innovative monetization options, such as subscriptions, micropayments or membership programs that strengthen the relationship with the audience.

On the other hand, artificial intelligence will make it possible to create more personalized and less repetitive ads, while new platforms and channels will emerge where advertising takes the form of organic content.

In this scenario, email marketing will continue to be essential for maintaining direct and effective communication with customers, especially when other advertising formats lose visibility.

Recommendations for dealing with the Adblock boom

For advertising, marketing or communication professionals, the rise of ad blockers implies the need for constant adaptation.

Here are some practical suggestions:

  • Focus on quality and relevance: design less invasive advertising campaigns that provide real value to the user. This may include tutorials, recommendations for use or solutions to specific problems.
  • Diversify promotion channels: don’t rely solely on banners on websites. Explore social media, collaborations with influencers, podcasts and, of course, email marketing.
  • Test native advertising and branded content: integrate ads naturally into the user experience, always identifying them as sponsored content to maintain transparency.
  • Optimize loading and web design: heavy ads slow down the page and generate more rejection. It is preferable to choose light formats that keep the site fast.
  • Encourage voluntary subscription: offer the possibility of browsing the site without ads in exchange for a membership or donation, or incentivize the use of the site without blockers with additional advantages for the user.

The key is to understand that ad blockers are not mere roadblocks, but reminders that users are looking for a cleaner, more relevant experience.

Adapting to this context is an opportunity to innovate and build long-term trust.

Conclusion

In a digital environment where Adblock-led ad-blocking extensions are gaining prominence, it is imperative to adopt a strategic approach that emphasizes the user experience.

While ad blocking poses challenges in the short term, it also drives the evolution towards more creative, targeted and respectful advertising formats.

In addition, email marketing is a key resource that could help companies to reach their audience without fear of being blocked, as long as it is done with express permission from all the subscribers; don’t forget to send relevant newsletters.

Platforms such as Mailrelay make it easy to send mass mailings and offer personalization possibilities that can make a difference in the open and conversion rates.