Browse Definitions :
Definition

ad blocker

An ad blocker is a software product that prevents advertisements from appearing with the content the user is intentionally viewing.

People block ads for a variety of reasons. For example, many of them find interrupt marketing ads annoying and even stressful. Interrupt marketing is intrusive by design, like an interstitial ad that comes between users and the content they are attempting to view or an autoplay or rollover ad that starts up without any intentional act on the part of the user. Other issues that lead people to block ads include a lack of relevance to user interests and security concerns associated with malvertisements.

Nevertheless, online ads are often considered a necessary evil. They provide much of the revenue required to support online content, which the user generally expects to access free of charge. However, ads can also degrade the user experience, in which case people may either stop visiting the site or install an ad blocker -- neither of which is a good outcome for the site owner.

The way ad campaigns are run is partially to blame. Commonly, marketers are paid based on the number of impressions an ad receives, simply the number of people who see it. The visitor's response to the ad is irrelevant in that context. Approaches designed to be less intrusive and more geared toward the user include discoverability marketing, contextual marketing and permission marketing.

Another approach involves improving the appeal of the ads themselves, so that users are less tempted to avoid seeing them. The viral ad, which might be considered the holy grail of marketing, is based on understanding the target audience and providing them with something of value.

This was last updated in January 2016

Continue Reading About ad blocker

SearchNetworking
SearchSecurity
  • man in the browser (MitB)

    Man in the browser (MitB) is a security attack where the perpetrator installs a Trojan horse on the victim's computer that is ...

  • Patch Tuesday

    Patch Tuesday is the unofficial name of Microsoft's monthly scheduled release of security fixes for the Windows operating system ...

  • parameter tampering

    Parameter tampering is a type of web-based cyber attack in which certain parameters in a URL are changed without a user's ...

SearchCIO
  • chief procurement officer (CPO)

    The chief procurement officer, or CPO, leads an organization's procurement department and oversees the acquisitions of goods and ...

  • Lean Six Sigma

    Lean Six Sigma is a data-driven approach to improving efficiency, customer satisfaction and profits.

  • change management

    Change management is a systematic approach to dealing with the transition or transformation of an organization's goals, processes...

SearchHRSoftware
SearchCustomerExperience
  • clickstream data (clickstream analytics)

    Clickstream data and clickstream analytics are the processes involved in collecting, analyzing and reporting aggregate data about...

  • neuromarketing

    Neuromarketing is the study of how people's brains respond to advertising and other brand-related messages by scientifically ...

  • contextual marketing

    Contextual marketing is an online marketing strategy model in which people are served with targeted advertising based on their ...

Close