Ad blocking
Ad blocking or ad filtering is removing or altering advertising content in a webpage. Advertising can exist in a variety of forms including pictures, animations, embedded audio and video, text, or pop-up windows and can employ autoplay of audio and video. All browsers offer some solution to the problem, either by targeting technologies (Adobe Flash/Shockwave, Windows Media Audio files, etc.) that are used to deliver ads, targeting URLs that are the source of ads, or targeting behavioural characteristic of ads (such as the use of HTML5 autoplay of both audio and video).
Benefits
To users, the benefits of ad blocking include quicker loading and cleaner looking web pages free from advertisements, lower resource waste (bandwidth, CPU, memory, etc.), and privacy benefits gained through the exclusion of the tracking and profiling systems of ad delivery platforms. Blocking ads can also save substantial amounts of energy.[1][2]
Another important aspect is improving security; online advertising subjects users to a higher risk of infecting their devices than surfing porn sites.[3] In a high-profile case malware was distributed through advertisements provided to YouTube by a malicious customer of Google's Doubleclick.[4][5] In August 2015, a 0-day exploit in Firefox browser was discovered in an advertisement on a website.[6] When Forbes required users to disable ad blocking before viewing their website, those users were immediately served with pop-under malware.[7]
Users who pay for total transferred bandwidth ("capped" or pay-for-usage connections) including most mobile users worldwide, have a direct financial benefit from filtering an ad before it is loaded. Streaming audio and video, even if they are not presented to the user interface, can rapidly consume gigabytes of transfer especially on a faster 4G connection. In Canada, where users without a data plan often pay C$0.50/megabyte ($500/gigabyte) for at least the first 50-100MB exceeding their data allowance, the cost of tolerating ads can be quite high. Even fixed connections are often subject to usage limits, especially the faster connections (100Mbit/s and up) which can quickly saturate a network if filled by streaming media. [citation needed]
It is a known problem with most web browsers, including Firefox, that restoring sessions often plays multiple embedded ads at once.[8] Using an advertisement blocker stops such behaviour.
Popularity
Use of mobile and desktop ad blocking software designed to remove traditional advertising grew by 41% worldwide and by 48% in the U.S. between Q2 2014 and Q2 2015.[9]
As of Q2 2015, 45 million Americans were using ad blockers.[9]
Alternatives
In recent years, advertisers and marketers look to involve their brands directly into the entertainment with native advertising, brand integration, embedded marketing and product placement.[10]
Methods
One method of filtering is simply to block (or prevent autoplay of) Flash animation or image loading or Windows audio and video files. This can be done in most browsers easily and also improves security and privacy. This crude technological method is refined by numerous browser extensions. Every internet browser handles this task differently, but, in general, one alters the options, preferences or application extensions to filter specific media types. An additional add-on is usually required to differentiate between ads and non-ads using the same technology, or between wanted and unwanted ads or behaviors.
The more advanced filters allow fine-grained control of advertisements through features such as blacklists, whitelists, and regular expression filters. Certain security features also have the effect of disabling some ads. Some antivirus software can act as an ad blocker.
Filtering by intermediaries such as providers or national governments is increasingly common. See below especially re provider ad substitution and national root DNS.
Browser integration
Modern web browsers block unsolicited pop-up ads automatically. Current versions of Konqueror[11] and Internet Explorer[12] also include content filtering support.
Content filtering can be added to Firefox, Chromium-based browsers, Opera, Safari and other browsers with extensions such as AdBlock, Adblock Plus and uBlock, and a number of sources provide regularly updated filter lists. Adblock Plus is included on the free ware browser Maxthon from the Peoples Republic of China by default.[13]
Another method for filtering advertisements uses CSS rules to hide specific HTML and XHTML elements.
External programs
A number of external applications offer ad filtering as a primary or additional feature. A traditional solution is to customize an HTTP proxy (or web proxy) to filter content. These programs work by caching and filtering content before it is displayed in a user's browser. This provides an opportunity to remove not only ads but also content which may be offensive, inappropriate, or simply junk. Popular proxy software which blocks content effectively include Netnanny, Privoxy, Squid, and some content-control software. The main advantage of the method is freedom from implementation limitations (browser, working techniques) and centralization of control (the proxy can be used by many users).
Proxies are very good at filtering but have several limitations compared to browser based solutions:
- Difficulty to filter SSL (https://) traffic
- Full webpage context is not available to the filter
- Difficulty to filter JavaScript-generated content
Hosts file and DNS manipulation
Most operating systems, even those which are aware of the Domain Name System (DNS), still offer backwards compatibility with a locally administered list of foreign hosts. This configuration, for historical reasons, is stored in a flat text file that by default contains very few hostnames and their associated IP addresses. Editing this hosts file is simple and effective because most DNS clients will read the local hosts file before querying a remote DNS server. Storing blackhole entries in the hosts file prevents the browser from accessing an ad server by manipulating the name resolution of the ad server to a local or nonexistent IP address (127.0.0.1 or 0.0.0.0 are typically used for IPv4 addresses). While simple to implement, these methods are also very easy to circumvent. One method to circumvent this form of ad filtering is to load ads from servers with hard coded IP addresses, thus skipping name resolution altogether. Another method to evade this form of filtering is to load the advertisements from a server which also serves the main content; blocking name resolution of this server would also block the useful content of the site.
- Further information: hosts file.
Using a DNS sinkhole by manipulating the hosts file exploits the fact that most operating systems store a file with IP address, domain name pairs which is consulted by most browsers before using a DNS server to look up a domain name. By assigning the loopback address to each known ad server, the user directs traffic intended to reach each ad server to the local machine or to a virtual blackhole of /dev/null or bit bucket.
DNS cache
This method operates by filtering and changing records of a DNS cache. On most operating systems the domain name resolution always goes via DNS cache. By changing records within the cache or preventing records from entering the cache, programs are allowed or prevented from accessing domain names. The external programs monitor internal DNS cache and import DNS records from a file.[14] As a part of the domain name resolution process, a DNS cache lookup is performed before contacting a DNS server. Thus its records take precedence over DNS server queries. Unlike the method of modifying a Hosts file, this method is more flexible as it uses more comprehensive data available from DNS cache records.
DNS filtering
Advertising can be blocked by using a DNS server which is configured to block access to domains or hostnames which are known to serve ads by spoofing the address.[15] Users can choose to use an already modified DNS server or set up a dedicated device such as a Raspberry Pi themselves.[16]
Manipulating DNS is a widely employed method to manipulate what the end user sees from the internet but can also be deployed locally for personal purposes.
China runs its own root DNS and the EU has considered the same. Google has required their Google Public DNS be used for some applications on its Android devices. Accordingly, DNS addresses / domains used for advertising may be extremely vulnerable to a broad form of ad substitution whereby a domain that serves ads is entirely swapped out with one serving more local ads to some subset of users. This is especially likely in countries, notably Russia, India and China, where advertisers often refuse to pay for clicks or page views. DNS-level blocking of domains for non-commercial reasons is already common in China.[17]
Hardware devices
Devices such as AdTrap[18] use their own hardware which one connects to their network to block internet advertising. Based on reviews of AdTrap uses a Linux Kernel running a version of PrivProxy to block ads from video streaming, music streaming, and any internet browser.[19]
By external parties and internet providers
Internet providers, especially mobile operators, frequently offer proxies designed to reduce network traffic. Even when not targeted specifically at ad-filtering, these proxy-based arrangements will block many types of advertisements that are too large or bandwidth-consuming, or that are otherwise deemed unsuited for the specific internet connection or target device.
Many internet operators block some form of advertisement and inject their own.
Limitations
As with most content filters, blocking advertisements presents the possibility that desirable content will be blocked in error, called a false positive.
Economic consequences for online business
Some content providers have argued that widespread ad blocking results in decreased revenue to a website sustained by advertisements,[20] where this blocking can be detected. This is supported by a 2015 report by Adobe and Pagefair, which estimates the cost to publishers in 2016 alone could be as much as $22 billion.[21] An ad that is displayed but ignored does not provide value, but even if users ignore advertisements, advertisers perceive a value in putting brands in front of them. As a result, sites are rarely paid “per click”; instead the standard metric for selling web display ads is “CPM”, or “cost per mille”—the cost for a thousand views. For a website that serves 10 million page views per day, with three ads per page, sold at a rate of $5 CPM, ad blocking could translate into daily losses of $15,000.
Others have argued that since advertisers are ultimately paying for ads to increase their own revenues, eliminating ad blocking would only dilute the value per impression and drive down the price of advertising, arguing that like clickfraud, impressions served to users who use ad blockers are of little to no value to advertisers. Consequently, they argue, eliminating ad blocking would not increase overall ad revenue to content providers in the long run.[22][23]
Advertiser offensive countermeasures and justifications
Some websites have taken counter-measures against ad-blocking software, such as attempting to detect the presence of ad blockers and informing users of their views, or outright preventing users from accessing the content unless they disable the ad-blocking software. There have been several arguments supporting[24] and opposing[25] the assertion that blocking ads is wrong.[26] Some advertising companies have taken steps to protect their rights to conduct their business according to prevailing law.[27] According to mporium, ad blockers can be most easily overcome by advertisers by adapting their websites to make ads less intrusive and more in line with user experience.[28]
Advertiser network blocking
See also
References
- ^ "Internet Security". SecTheory. 24 October 2008. Retrieved 26 October 2013.
- ^ http://research.microsoft.com/en-us/people/mzh/eurosys-2012.pdf
- ^ "Online Advertising More Likely to Spread Malware Than Porn". PCMAG.
- ^ "YouTube angeblich als Virenschleuder missbraucht". heise.de.
- ^ "The Wild Wild Web: YouTube ads serving malware". Bromium Labs.
- ^ "Firefox exploit found in the wild". Mozilla Security Blog.
- ^ "When you say advertising, I say block that malware". Engadget's Bad Password.
- ^ "Upon startup multiple audio sources begin playing. I can't find the tab to kill them!". Support.mozilla.org. Retrieved 26 October 2013.
- ^ a b "Look Who's Driving Adblock Growth". Fortune. Retrieved 30 September 2015.
- ^ "How Apple's embrace of ad blocking will change native advertising - Digiday". Retrieved 30 September 2015.
- ^ "Konqueror browser features". Retrieved 17 February 2015.
- ^ "Use Tracking Protection in Internet Explorer". Retrieved 17 February 2015.
- ^ "Adblock Plus integrated into Maxthon browser". Retrieved 17 February 2015.
- ^ "Verigio Communications - Portable DNS Cache and Firewall for Windows". Verigio.com. Retrieved 26 October 2013.
- ^ "A Simple DNS-Based Approach for Blocking Web Advertising". Deer Run Associates. 13 August 2013. Retrieved 9 May 2014.
- ^ "Block Millions Of Ads Network-wide With A Raspberry Pi-hole 2.0". jacobsalmela.com. 16 June 2015. Retrieved 16 June 2015.
- ^ "The Extent of DNS Services Being Blocked in China". Circleid.com. 21 May 2010. Retrieved 26 October 2013.
- ^ "AdTrap - The internet is yours again". BluePointSecurity.com. 18 August 2014. Retrieved 18 August 2014.
- ^ "AdTrap Product Review". Geek Inspector.
- ^ Fisher, Ken (6 March 2010). "Why Ad Blocking is devastating to the sites you love". Ars Technica. Retrieved 26 October 2013.
- ^ https://blog.pagefair.com/2015/ad-blocking-report/
- ^ Chappell, Richard (9 March 2010). "Does Ad Blocking Hurt Websites?". Philosophy, etc. Retrieved 17 June 2015.
- ^ Robles, Patricio (8 March 2010). "Is Ad Blocking Really Devastating to the Sites You Love?". Econsultancy. Retrieved 17 June 2015.
- ^ "Ad Blocking is Immoral | The Google Cache: Search Engine Marketing, SEO & PPC". The Google Cache. 2 August 2007. Retrieved 4 November 2011.
- ^ "Adblock: Adapt, or die. Service Assurance Daily: Anything and everything that affects IT performance, from the mundane to the bizarre - Network Performance Blog". Networkperformancedaily.com. 5 September 2007. Retrieved 4 November 2011.
- ^ Kirk, Jeremy (23 August 2007). "Firefox ad-blocker extension causes angst | Applications". InfoWorld. Retrieved 4 November 2011.
- ^ "Confirmed: Even Adblock (without plus) will now display "Acceptable advertising" via Eyeo GmbH". http://www.mobilegeeks.de. 1 October 2015. Retrieved 11 October 2015.
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- ^ "Ad Blockers & How They Impact Publishers | mporium". mporium. Retrieved 4 January 2016.