Ad blocking, as we know it, is no longer the same as it once was. With most ad blockers on the market today integrating some form of ad-filtering to the process, ad blocking has shifted away from the traditional precept of ad blockers as all-out-blocking tools. At eyeo, we’ve recently made a conscious effort to stop addressing our technology as ad-blocking tech. That’s because this better reflects what we are focused on, and in truth, what we have been doing for a while. Our Acceptable Ads Standard is specifically designed as a middle-way solution that blocks intrusive advertising while letting through some forms of light, consented advertisement that allows publishers to monetize their valuable content. And these ads are seen by ad-filtering users. 

So let’s get you acquainted. Here are ten things you should know about ad-filtering users: 
 

1. Although 42.7 percent of internet users worldwide report using an ad blocker…

There are currently 225 million ad-filtering users around the world. These users consent to see nonintrusive ads that adhere to the Acceptable Ads Standard during their browsing experience. 
 

2. Ad-filtering users don’t all hate ads 

We’ve heard it all before, “everyone hates online ads” or “ads are destroying the internet”. But that’s not entirely true…

As seen from our past research and collaboration with GWI and YouGov, we’ve learned that over 90 percent of ad-blocking users don’t hate ads and more than 83 percent would be happy to see noninvasive and relevant ads.

This is demonstrated by the number of ad-blocking users on Adblock Plus and other ad-blocking software who are currently enrolled with the optional Acceptable Ads program. 
 

3. Acceptable Ads has a 90-95 percent opt-in rate for ad blockers that support the Acceptable Ads Standard

Historically, more than 90 percent of Adblock Plus users on desktop and mobile consent to Acceptable Ads. Mobile opt-ins in particular have increased by 435 percent since the start of 2019, which shows that if ads aren’t too intrusive or annoying, users are fine with seeing them.

4. Ad-filtering users don’t block all ads, they simply filter intrusive or annoying ads

That said, 81 percent of users download ad blockers to avoid disruptive or annoying ads. Research has also shown that many users don’t mind seeing ads if they don’t interfere with the browsing experience. 

It’s also worth noting that according to GlobalWebIndex (GWI), US and UK users find that distracting, intrusive and disruptive ads can jeopardize a brand's online image. So if you’re an advertiser or a publisher reading this, take note!
 

5. Ad-filtering users are also more privacy-oriented

In 2021, we discovered that internet privacy is at the forefront of their minds. The 2021 PageFair Adblock Report reveals that online privacy is growing in importance among users; 56 percent consider it ‘extremely important’, and 31 percent say it’s ‘somewhat important’. 

Furthermore, 74 percent of users don't mind advertisement, as long as it respects their privacy. 
 

6. They are also tech-savvy, educated and digital-first 

Over the decade of Acceptable Ads, we’ve learned some interesting facts about our millions of users. Ad-filterers are:

• 76 percent more likely to post a review for a service or company
• 49.6 percent more likely to post comments in forums
• 58.61 percent more likely to review products bought
   

7. Banner blindness? Nope. Ad-filtering users are actually ‘ad aware’

Many communities around the world adhere to the Acceptable Ads Standard to deliver their ad messages to 225 million consenting users. For an ad to be considered “acceptable”, it needs to follow the standard set and researched by the independent Acceptable Ads Committee.

This tells us that 225 million online users are not ‘banner blind’, but they’re likely tired of being shown intrusive ads. However, when shown consented ad formats, they’re likely to be more receptive and engaging to the ad and the brand messaging therewithin.
 

8. They also support publishers and understand the importance of ads to sustain a thriving online ecosystem

Research has shown that 71 percent of US online users also understand that publishers rely on advertising to keep their content free and 63 percent of ad-blocking users are willing to accept light, nonintrusive advertising to support publishers.
 

9. The majority of publishers are monetizing ad-filtering users with Acceptable Ads

Acceptable Ads is rising in popularity with publishers amongst the 100 Comscore publishers in the US. Out of those 100 publishers, 63 take measures to monetize ad-blocking users and 52 do that via Acceptable Ads.
 

10. Acceptable Ads users are valuable for advertisers too

Ad-filtering users are highly desirable, but they’re not always the easiest to reach, even though they’re hiding in plain sight. However, with eyeo DSP, advertisers can benefit from reaching ad-filtering users at scale while still giving users control over their ad experience.

So there you have it. Ad-filtering users are essentially ad-blocking users with a twist. The big difference, though, is that they play an important role in keeping the ad ecosystem sustainable for all stakeholders. By consenting to see nonintrusive ads, they continue having an enjoyable browsing experience while enabling publishers and advertisers to generate valuable revenue.

Learn more about the ad standard that ad-filtering users consent to at https://acceptableads.com/standard