It’s not as simple as 'ad blockers block JavaScript ad tags from firing.” In fact, different browsers block ads in different ways, not all ad blockers stop the same ads, and upcoming Google Chrome changes (Manifest V3) will upend the process sometime in 2020.īelow outlines the different types of ad blocking tech. As most ad blockers behave similarly, though, it doesn’t particularly matter which ad blocker your users use - only that they do use one.

No other ad blocker had more than 1MM downloads.įrom this, it’s fair to assume that AdBlock Plus, AdBlock, and uBlock are the three giants in the desktop space. This Uponit 2017 report meanwhile shows that AdBlock, AdBlock Plus, and uBlock account for about 80% of ad blockers.įinally, we can look at current Google Chrome extension download counts. First, there’s this 2015 breakdown, with AdBlock, AdBlock Plus, and AdBlock Pro (all different companies) comprising 93% of the market. While there are no recent market share breakdowns, we have a few data points. Your exact ad block rates will depend on your site and audience make-up, but you should at least assume a not insignificant portion of your revenue could be nullified by ad blockers. I have not seen any recent data that puts it below 20% or above 50%. GlobalWebIndex in 2019 pegged it at 35%-40% across every continent, while Statista and eMarketer put it closer to 25%-30%. (eBay's sponsored product listings are blocked, but replaced seamlessly by standard listings)Īd block usage rates vary by the source.

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