Table of contents
  1. 1. What are adblockers?
  2. 2. The state of adblockers today
  3. 3. What is new in adblocking technology and usage?
  4. 4. Advantages and disadvantages of adblockers
  5. 5. Influencers bypass adblocker attempts
  6. 6. Adblock software is driving influencer marketing

What are adblockers?

Adblockers are software programs or scripts used to remove or block advertisements from appearing on a website or mobile app. These adblockers are available for most laptops, desktop pcs, tablets, and smartphones. The adblocking technology typically targets certain strings of code within a webpage or mobile app and replaces it with an alternative code string that inhibits the ad from displaying. 


The state of adblockers today

The current most popular adblocker available today is a Google Chrome web browser app published by GetAdblock. The app is available for both pc and mobile-based Chrome browsers and is renowned for being highly effective at stopping traditional pay per click ads from displaying. The app has been downloaded over 40 million times, illustrating the growing trend of web users who are tired of PPC ads. 

Aside from the Chrome browser, Mozilla's Firefox browser has also taken one of the harshest stances against PPC ads, with downloads of their most recent browser versions coming equipped with adblocker features as a default setting. Tech experts believe that this measure has helped buoy Firefox's popularity and browser market share. 

What is new in adblocking technology and usage?

Historically most adblockers available to web users block all ads from displaying in your browser without exception. New adblocking services, however, have decided to give users the ability to customize their adblockers. Some of the customizable features allow users to white-list certain advertisers so that their ads can appear. Other features allow a user to view all ads while still blocking some aspects of the ad tracking technology, thus offering a user more privacy controls. Lastly, some features even allow a user to select the type of ads they wish to see displayed while blocking ads related to goods and services they have no interest in. 


Advantages and disadvantages of adblockers

The most obvious advantages of running adblocking technology in your browser are that you aren't bothered by ads displaying goods and services that you aren't interested in, your web pages will typically load faster, and the overall eye clutter will be removed and replaced by a leaner more information-rich web page. Additionally, adblockers disallow the technology behind PPC ads from tracking you, which in turn offers you much more privacy and anonymity while surfing the web. 

There are always disadvantages to running an adblocker in your browser. The strongest argument against using adblocking technology is that it removes the ability of some of your favorite websites to earn PPC revenue that inevitability gets churned back into the website and used to produce more of the content and web features that attracted you to the site in the first place. The other disadvantage to using an adblocker is that it not only prevents aggressive and intrusive ads from displaying, but it also inhibits ethical advertisers from introducing you to relevant products and services that you might have an interest in learning more about. 


Influencers bypass adblocker attempts

One huge benefit of using influencer marketing over more traditional online marketing models is that the ad targets the influencer, rather than an audience. By targeting the influencer it essentially forces the influencer or influencer management to become an advertising filter or means of advertisement quality control. If the influencer doesn't feel that a particular product or service that they're presenting to their audience will be well received, then they will likely refrain from sharing it in order to preserve the integrity of their following. Some influencer management experts have referred to influencers as soft marketing agents, as the way in which influencers market products and services is typically far less aggressive and intrusive than more traditional PPC models. 

In the definition of influencer marketing, InfluencerDB also explains how influencers help marketers get through adblockers and are able to get in touch with the target audiences. Influencer marketing content has a higher level of authenticity, thus there is little change for it to be recognized as an advertisement by adblock software. As a result,  the brand messages from influencers are captivating the interest of the audiences rather than repelling them as conventional ads tend to do. 

An example of Sponsored Post created by an influencer on Instagram


Adblock software is driving influencer marketing

Adblock software is increasingly concerning for marketing agencies. Many of the most popular mobile and pc based web browsers such as Chrome and Safari are beginning to incorporate powerful adblocking add-ons. This means that fewer Pay-Per-Click (PPC) ads are reaching the eyes on web users. Nothing is more frustrating for an ad agency than running an advertising campaign only to find out that a huge double-digit percentage of their ads did not reach prospective viewers due to adblock software. This has forced marketing agencies to become increasingly reliant on influencer driven marketing models, where adblockers have no ability to filter out the marketing.

As PPC continues to struggle with a quickly dwindling audience, it is expected that influencers will increasingly become the go-to marketing model of the web's future.