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The Adblocking Tug-of-War

Haddadi, H; Nithyanand, R; Khattak, S; Javed, M; Vallina-Rodriguez, N; Falahrastegar, M; Powles, JE; ... Murdoch, SJ; + view all (2016) The Adblocking Tug-of-War. ;login: The USENIX Magazine , 41 (4) pp. 41-43.

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Abstract

Online advertising subsidizes a majority of the “free” services on the Web. Yet many find this approach intrusive and annoying, resorting to adblockers to get rid of ads chasing them all over the Web. A majority of those using an adblocker tool are familiar with messages asking them to either disable their adblocker or to consider supporting the host Web site via a donation or subscription. This is a recent development in the ongoing adblocking arms race which we have explored in our recent report, “Adblocking and Counter Blocking: A Slice of the Arms Race”. For our study, we used popular adblockers, trawled the Web and analyzed some of the most popular sites to uncover how many are using anti-adblockers. Our preliminary analysis found that anti-adblockers come from a small number of providers, are widely used, and that adblockers also often block anti-adblockers.

Type: Article
Title: The Adblocking Tug-of-War
Publisher version: https://www.usenix.org/publications/login/winter-2...
Language: English
UCL classification: UCL > School of BEAMS
UCL > School of BEAMS > Faculty of Engineering Science
URI: http://discovery.ucl.ac.uk/id/eprint/1540912
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