Browse Definitions:
Definition

ad blocker

Contributor(s): Ivy Wigmore

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

Start the conversation

Send me notifications when other members comment.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Please create a username to comment.

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchCompliance

SearchSecurity

  • copyright

    Copyright is a legal term describing ownership of control of the rights to the use and distribution of certain works of creative ...

  • keylogger (keystroke logger or system monitor)

    A keylogger, sometimes called a keystroke logger or system monitor, is a type of surveillance technology used to monitor and ...

  • password

    A password is an unspaced sequence of characters used to determine that a computer user requesting access to a computer system is...

SearchHealthIT

SearchDisasterRecovery

  • business continuity plan (BCP)

    A business continuity plan (BCP) is a document that consists of the critical information an organization needs to continue ...

  • call tree

    A call tree -- sometimes referred to as a phone tree -- is a telecommunications chain for notifying specific individuals of an ...

  • mass notification system (MNS)

    A mass notification system is a platform that sends one-way messages to inform employees and the public of an emergency.

SearchStorage

  • CompactFlash card (CF card)

    A CompactFlash card (CF card) is a memory card format developed by SanDisk in 1994 that uses flash memory technology to store ...

  • email archiving

    Email archiving (also spelled e-mail archiving) is a systematic approach to saving and protecting the data contained in email ...

  • RAID (redundant array of independent disks)

    RAID (redundant array of independent disks) is a way of storing the same data in different places on multiple hard disks to ...

SearchSolidStateStorage

  • M.2 SSD

    An M.2 SSD is a solid-state drive (SSD) that conforms to a computer industry specification written for internally mounted storage...

  • NVMe (non-volatile memory express)

    NVMe (non-volatile memory express) is a host controller interface and storage protocol to enable a solid-state drive to use the ...

  • SSD RAID (solid-state drive RAID)

    SSD RAID (solid-state drive RAID) is a methodology commonly used to protect data by distributing redundant data blocks across ...

SearchCloudStorage

  • RESTful API

    A RESTful application program interface breaks down a transaction to create a series of small modules, each of which addresses an...

  • cloud storage infrastructure

    Cloud storage infrastructure is the hardware and software framework that supports the computing requirements of a private or ...

  • Zadara VPSA and ZIOS

    Zadara Storage provides block, file or object storage with varying levels of compute and capacity through its ZIOS and VPSA ...

Close