Ad blockers are widely used: in 2019, around 25.8% of global internet users employed ad-blocking software—a share that continues to grow. This trend presents serious challenges for advertisers, who struggle to reach consumers, and for publishers, who lose advertising revenue.
However, the study The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness (ResearchGate) by Evert de Haan, published in the Journal of Interactive Marketing (2023), offers a more nuanced perspective. Rather than viewing ad blockers solely as a threat, the paper shows how they can improve advertising efficiency by filtering out users who are least responsive to ads and how they open the door to alternative monetization models.
The study is based on two components: a randomized field experiment and a survey. The experiment involved over 1,100 participants (N = 1,122), including both ad-block and non-ad-block users. These participants visited a real online magazine site, where the researchers manipulated ad exposure and observed user behavior. In parallel, a broader online survey with more than 2,500 respondents was conducted to investigate attitudes toward advertising and the motivations behind using ad blockers .
The experimental setup allowed the researchers to simulate different ad scenarios, including forced ad exposure for ad-block users, in order to evaluate time spent on site, banner attention, and site evaluation. Their results are statistically robust, with significant differences confirmed through standard econometric techniques.
One of the most important insights is that ad-blocking behavior acts as a self-selection mechanism. Ad-block users are typically less responsive to advertising in general. When these users were forced to view ads, they spent 10–20% less time on the site, evaluated the site less favorably, and paid significantly less visual attention to the banners compared to non-ad-block users.
By contrast, among users who do not use ad blockers, the ads were found to be about 190% more effective in terms of attracting attention and eliciting responses. These differences underscore that ad-block users filter themselves out of the ad audience, leaving behind a more receptive group. For advertisers, this self-filtering means fewer wasted impressions and a more valuable audience segment.
The paper shows that attempting to force ad-block users to view ads can have unintended consequences. Not only does it fail to improve ad effectiveness for this group, but it also leads to measurable declines in user satisfaction and site engagement. This suggests that forcing ads is not a viable long-term solution and may even harm publisher reputations or brand perceptions.
Interestingly, ad-block users demonstrate a significantly higher willingness to pay (WTP) for ad-free content. In the survey component of the study, these users were 31% more likely to pay for content compared to non-ad-block users. This opens up the possibility for alternative monetization models, such as freemium or subscription-based offerings that cater specifically to the privacy- and experience-conscious preferences of this group.
The study also investigates the psychological and behavioral drivers behind ad-block use. Three main factors were identified:
Together, these variables predict whether someone is likely to install and continue using ad-blocking software. These insights are critical for understanding that ad-block use is not random but rather rooted in specific values and expectations.
The authors conclude that while ad blocking may seem detrimental at first glance, it actually improves the quality of the remaining ad audience. Advertisers benefit from a more responsive viewer base, increasing the value of each impression. Publishers, on the other hand, can adopt dual monetization strategies: continuing to monetize non-ad-block users through advertising, while offering paid content options for ad-block users who are more willing to pay for an ad-free experience.
This dual strategy aligns monetization with user preferences and behaviors rather than fighting against them.
The research delivers a balanced and data-driven view of ad blockers' role in the digital advertising ecosystem. By empirically demonstrating that ad-block users are less responsive to ads and more willing to pay for content, the study shifts the conversation. Instead of focusing solely on how to circumvent ad blockers, publishers and advertisers might do better by embracing this form of consumer self-segmentation.
Rather than a problem, ad blocking may represent a chance to improve ad targeting, respect user preferences, and diversify revenue models in a maturing digital landscape.
