This note is a layman’s guide to how the “block lists” that power adblocking work.
A block list contains tens of thousands of rules that govern how a website should be displayed. There are two types of rules. “Filter” rules define what should be blocked. “Exception” rules define what content should be displayed. The most popular block list, “EasyList”, contains tens of thousands of these filters and exceptions.

I spoke with Jason Kint, CEO of Digital Content Next (DCN), which represents the most prestigious publishers in the world, including The New York Times, The Financial […]

We at PageFair are pleased to release a new report on mobile adblocking. We have tested hundreds of adblocking apps, and have analyzed Apple and Android mobile […]

We are pleased to publish our 2015 global report on ad blocking, once again in partnership with Adobe. In this report we drill into geographic detail, providing per-country […]

We are proud to announce our 2014 report on adblocking in partnership with Adobe (press release here). This report reveals for the first time the actual facts concerning the […]

While documenting the journey of first-time publishers, we uncovered that comparing pricing models can be a bit difficult. This post gives a brief overview of each pricing […]

New Adblocking Data We’re pleased to announce our 2013 report on the state of adblocking. This report has been compiled from anonymous data analysed from hundreds of […]

Up to 50% of your ad impressions are being lost to ad block. Find out how to measure and engage these users.