Today we have a controversial topic, because advertising is the main for many sites source of income. The appearance of such software as ad blockers, causing losses.

Some statistics:

Over the past year, the number of Adblock Plus users has grown by 41% and currently stands at over 300 million users for to the whole world. Add here more users who use blocking ads on mobile devices and get a figure comparable to United States population. The most common Adblock is in France, Germany, Poland and Russia. In Ukraine The program is used by about 9% of all users.

How it works:

Blocker programs are based on flash animation filters. and uploading images. Since the bulk of the banners and images loaded from repositories similar to each other, do not track ads is a lot of work. Thus, pop-ups are blocked, banners, social media widgets, YouTube or Facebook video ads. Also, users can create their own filters by customizing them. for your own needs.


In 2013, the Adblock team develops a program of acceptable advertising. So there are "white lists" of sites that have passed moderation users and meet the criteria for "unobtrusive" advertising. Large companies like Google and Amazon for membership in these listings forced to pay companies funds for "administrative services". Small companies and publishing houses.

According to the requirements of the company, to be in the white list, you must meet the following requirements:

  • Do not distort the true purpose of the web page.
  • Match the style of the site where the ad is placed.
  • Do not distract users from material of interest to them.
  • The banner must not contain animation or sound.
  • The banner should not require its closure.

And so on, a complete list of requirements can be found in the appropriate section on the Adblock website. Until this year, “acceptable standards” were regulated by users on a forum where everyone could post their suggestions and comments on the list. Since the beginning of 2016, a special Supervisory Board, which is already amending existing criteria, and the development of new provisions.

Fighting blocking:

About how various companies are struggling with this disagreeing with these requirements, you can talk for a long time. Someone puts stubs for users who have installed the program, with a proposal to give access to the site and remove annoying ads for a certain amount. Someone goes straight to court, which in turn always defends freedom each user decide to use the blocker independently or not. Some are investing in the development of anti-lock brakes, so in 2015, the Source Point service was released, which hides URLs ads from blocking programs. But all these actions work with variable success. While an audience that is annoying annoying advertising is increasing, and the popularity of blockers is growing.

What conclusion can be drawn from this?

It’s already obvious that popularity banner ads goes to recession, not only analysts agree with this statement, but also statistics of the advertising market. First quarter runet advertising market 2016 decreased by 20%. Only the development of the contextual remains stable. advertising, but it has begun to slow down compared to last year. Display advertising is also beginning to lose ground.

But in this darkness of the future to come, new interesting types of advertising that are constantly evolving and adapting to modern realities. Website owners understand that advertising needs to be done more natural, so that it is perceived as part of the content and not cause audience rejection. Mediyniki - realize that it is already impossible make users watch what they don’t like, therefore already Today, advertising should be interesting in order to make money. Bright an example is the development of native advertising that talks about a product or brand in the form of a story or journalistic notes. Yes, at some point we will face the problem that advertising cannot be distinguished from copyright content. On the other hand, such unobtrusive advertising is logical. a development round of technologies that blurred the boundaries of the digital world and our with you reality.