The Ultimate Publisher's Need-to-Know Guide to Ad Blockers

The Ultimate Publisher's
Need-to-Know Guide to
Ad Blockers

AdBlock Plus
It’s an extension and an app for:
100M
134 842
5 292
2 760
462
3 531
USERS
WORLDWIDE
It has Marketplace ratings and reviews:
How does it work?
Blocks banners, pop-ups, tracking, malware and
more.
By default, nonintrusive ads aren't blocked in order
to support websites.
Whitelisting option
It allows advertisers and publishers who have
agreed to make ads that abide by user-generated
criteria to be whitelisted.
Users can support this less extreme version of ad
blocking by allowing the Acceptable Ads option to
remain enabled.
What are the prices?
Only large entities have to pay.
They qualify an entity as large when it gains more
than 10 million additional ad impressions per
month due to participation in the Acceptable Ads
initiative.
For these entities, their licensing fee normally
represents 30 percent of the additional revenue
created by whitelisting its acceptable ads.
Source - https://adblockplus.org/blog/100-million-users-100-million-thank-yous

AdBlock
40M
231 003
93
1 366
765
1 290
USERS
WORLDWIDE
How does it work?
It uses a series of ﬁlter lists to automatically block
ad content coming from known ad servers and
providers.
Users can stick with the default block lists,
subscribe to additional ones, or even create their
own, as well as whitelist their favorite websites.
As one of the most downloaded Chrome and Safari
extensions, AdBlock has the trust of many users
worldwide.
Whitelisting option
1. On the page you want to allow ads on, click the
AdBlock button and select Don't run on this page.
2. Click the AdBlock button and select Options.
On the CUSTOMIZE tab under Stop blocking ads,
click Show ads everywhere except for these
domains. Type the domains where you don't want
to see any ads using this format:
~site1.com|~site2.com|~news.site3.org;
for example, ~cnn.com|~nytimes.com
Note: To get that vertical bar (|), press
Shift+Backslash (). Click OK.
FREE
You can make contributions on the Adblock
website - getadblock.com
Source - https://chrome.google.com/webstore/detail/adblock/gighmmpiobklfepjocnamgkkbiglidom
SAMSUNG
Internet

1Blocker
1 281
167
Marketplace rating and reviews:
How does it work?
Simply tap on any webpage element — like sidebar,
site logo or subscription box — to hide it using
their Safari extension.
• Whitelist websites you love.
• All your blocking preferences are automatically
synced over iCloud.
• Create your own custom blocker rules (hide page
elements, block sites, and cookies).
Previously a paid app, 1Blocker is now free to try,
with free users able to block one kind of content
(ads, social widgets, etc.), with a premium
upgrade unlocking unlimited blocking.
Whitelisting option
You can whitelist a site simply by:
• Navigate to the site in Safari
• Tap on 1Blocker Safari extension
• Turn on the whitelist switch
Free trial
$9.99 for premium version
1M
USERS
WORLDWIDE
It has

HTTPS
Everywhere
It’s an extension for:
2M
3 038
175
170USERS
WORLDWIDE
How does it work?
HTTPS Everywhere helps encrypt your online
browsing and communications by rewriting HTTP
link requests to HTTPS when within a whitelist of
sites that support HTTPS.
This means that when an SSL secured version of
the site exists (https), then HTTPS Everywhere
automatically redirects you to
the secured version of a website that you're
accessing.
Whitelisting option
N/A
FREE
Source - https://addons.mozilla.org/en-US/ﬁrefox/addon/https-everywhere/
https://chrome.google.com/webstore/detail/https-everywhere/gcbommkclmclpchllfjekcdonpmejbdp?hl=en
Firefox
browser

NoScript
2M
1 565
USERS
WORLDWIDE
How does it work?
It blocks Java, JavaScript and other plugins that can
be used as advertising, or malware attack vectors.
Showing up as a small button on the bottom right
of your Firefox window, NoScript can be set to
block scripts globally, selectively, or even let
particular sites through on a permanent or
temporary basis, as well as whitelist sites or
providers
Whitelisting option
Can be set to block scripts globally, selectively, or
even let particular sites through on a permanent or
temporary basis, as well as whitelist sites or
providers.
FREE but you can contribute with 15 $
Source - https://addons.mozilla.org/en-US/ﬁrefox/addon/noscript/

ScriptSafe
250k
1 415
USERS
WORLDWIDE
How does it work?
A click on the extension icon displays options to
control first and third-party resources of the active
page. The extension differentiates between
allowingand trusting on the positive side, and
denying and distrusting on the negative side.
Whitelisting option
The core difference between allow and trust, and
deny and distrust is that the first whitelists or
blocks the current domain, while the second the
entire domain (meaning all subdomains
as well).
FREE
Source - https://chrome.google.com/webstore/detail/scriptsafe/oiigbmnaadbkfbmpbfijlflahbdbdgdf?hl=en

Disconnect
2M
2 892
237
231
131
62
USERS
WORLDWIDE
How does it work?
Allows users to see advertising, analytics, and social
media tracking cookies. It oﬀers the option to
disable them globally or selectively.
This useful tool includes whitelists, blacklists,
tracking visualizations and more.
Disconnect lets you visualize and block the invisible
websites that track you.
Load the pages you go to 44% faster. Stop tracking
by thousands of
third-party sites.
Whitelisting option
Option to unblock all network requests on a given
site by clicking “whitelist”
Free - single browser
Pro $24.99 - iOS and macOS & samsung devices
Premium - $50 per year for 3 devices, available for
iOS , macOS, Windows and Android
Source - https://chrome.google.com/webstore/detail/disconnect/jeoacafpbcihiomhlakheieifhpjdfeo?hl=en
https://addons.mozilla.org/en-US/ﬁrefox/addon/disconnect/
SAMSUNG
Internet

Ghostery
4M
11 044
1 415
1 094
938
125
11 481
USERS
WORLDWIDE
How does it work?
Ghostery tracks the trackers and gives you a
roll-call of the ad networks, behavioral data
providers, web publishers, and other companies
interested in your activity. After showing you who's
tracking you, Ghostery also gives you a chance to
learn more about each company it identifies. How
they describe themselves, a link to their privacy
policies, and a sampling of pages where we've
found them are just a click away.
Ghostery allows you to block scripts from
companies that you don't trust, delete local shared
objects, and even block images and
iframes.
Whitelisting option
Add in Trusted sites option websites that you want
to whitelist.
All the trackers on these sites will be unblocked.
FREE
Source - https://chrome.google.com/webstore/detail/ghostery/mlomiejdfkolichcflejclcbmpeaniij?hl=en
https://addons.mozilla.org/en-US/firefox/addon/ghostery/
https://itunes.apple.com/us/app/ghostery-privacy-browser/id472789016?mt=8

Privacy Badger
800k
959
146
21USERS
WORLDWIDE
How does it work?
Privacy Badger automatically blocks spying ads and
invisible trackers as you browse. It's there to
ensure that companies can't track your browsing
without your consent.
This extension shows you one of three states for
each tracker.
Red means block the tracker. Yellow means that we
don't send cookies or referers to the tracker.
Green means unblocked (probably because the
third party does not appear to be tracking you -
yet). You can click on the Privacy Badger
icon in your browser's toolbar if you wish to
override the automatic blocking settings.
Whitelisting option
You can click on the Privacy Badger icon in your
browser's toolbar if you wish to override the
automatic blocking setting.
Green means unblocked.
FREE
Source - https://adblockplus.org/blog/100-million-users-100-million-thank-yous

AdFender
It’s an app for:
750k
53
343
USERS
WORLDWIDE
How does it work?
It removes clutter from web pages such as
expanding banner ads, ﬂash ads and blocks other
intrusive in-your face advertisements.
AdFender runs unobtrusively in the background
and help you surf faster saving valuable bandwidth.
Whitelisting option
With AdFender you can do this by opening up
Settings and adding URLs of the websites where
you want to see ads on the Approved Web Sites
List.
Free or Professional - $15.95

Adguard
4M
31 398
344
1 490
481
248
6 210
USERS
WORLDWIDE
How does it work?
Ad blocking occurs before a page is loaded to the
browser.
The program ﬁlters a page even before loading to
browser, and that ensures the high speed and
security.
Adguard for Windows checks all loading elements
before they are loaded to the browser.
Whitelisting option
Adguard settings - turn on «Filter for useful ads»
Mobile - $9.95 per year
Premium - 1 android & 1 PC - $24.95 per year
Standard - Windows PC or Mac - $19.95 per year
Browser extension for free
Source - https://chrome.google.com/webstore/detail/adguard-adblocker/bgnkhhnnamicmpeenaelnjfhikgbkllg?hl=en
https://addons.mozilla.org/en-US/ﬁrefox/addon/adguard-adblocker/

uBlock Origin
10M
13 089
1 662
613
324
USERS
WORLDWIDE
How does it work?
Easy on memory and CPU footprint, and yet can
load and enforce thousands more filters than other
popular blockers out there.
Whitelisting option
Supports flexible customization — from adding
your own lists to powerful Dynamic Filtering.
FREE
Source - https://chrome.google.com/webstore/detail/ublock-origin/cjpalhdlnbpafiamejdnhcphjbkeiagm?hl=en
https://addons.mozilla.org/en-US/firefox/addon/ublock-origin/

UC Browser
It’s an app for:
400M
14 331 419
81 000
1 281USERS
WORLDWIDE
How does it work?
UC browser has by default an Adblock
functionality.
Automatically rearranges the elements on a web
page by using the Ad blocker tool, that results into
faster loading of web pages thereby saving data
consumption.
Whitelisting option
User has option to disable Ad block from browser's
settings
FREE
Source - http://www.medianama.com/2016/05/223-ucbrowser-400m-users-worldwide/

Ad Muncher
It’s an app for:
100k
154
USERS
WORLDWIDE
How does it work?
Is a popup remover, also capable of removing
embedded adverts and many other annoyances.
It has a System-level filtering of adverts in all
browsers and most advert-displaying programs.
With an extensive configuration options that
allows you to tailor Ad Muncher to your needs.
Whitelisting option
System-level filtering of adverts
FREE
Source - https://www.admuncher.com/

Adaware
120k
90
49
USERS
WORLDWIDE
How does it work?
The adaware ad block extension blocks website
ads, pop-ups and video ads, increasing your
browsing speed and saving you time and
bandwidth.
Built-in phishing protection guards against
malicious sites which attempt to steal your
information. The extension’s security and privacy
settings are accessible via a single click from your
browser, putting you in control of your online
experience"
Whitelisting option
Access the exceptions list by opening the ad block
extension window in your browser and clicking the
cog icon to access the Settings menu click the
“Manage Exceptions” button to open the adaware
ad block exceptions list When you open the
“Exceptions List” in adaware ad block, you’ll notice
there are already a number of websites on the list.
If you would like to add additional websites to this
list, simply type the URL of the website(s) on which
you do not wish to block ads in the ﬁeld under
“Hostname” then click the “+” icon.
FREE
Source - https://chrome.google.com/webstore/detail/adaware-ad-block/cmllgdnjnkbapbchnebiedipojhmnjej?hl=en
https://addons.mozilla.org/en-US/ﬁrefox/addon/ad-aware-ad-block/

Better by Ind.ie
25
11
Marketplace ratings and reviews:
How does it work?
Better is a tracker blocker. It is a web malware
blocker Blocks trackers and behavioural
advertising.
• We maintain our own block list based on our own
web crawls to identify and block the most
prevalent trackers. This makes Better’s block list
lightweight and eﬀective.
• Improves the readability of popular web sites.
Whitelisting option
N/A
4.99$ for app
FREE for extension

Crystal
It’s an app for:
3 584
776
How does it work?
One of the most basic ad-blockers on the market,
as you just have to install it, turn it on, and then just
forget about it.
It blocks most ads on the mobile web, so you get
faster page loads, less data usage, and no more
trackers. It's safe and secure, and you don't have to
worry about tinkering this one to match your exact
speciﬁcations if you don't have any — just install it
and browse the web ad-free
Whitelisting option
There is now an option available to allow
Acceptable Ads that meet a strict criteria to show
to help support your favourite sites and encourage
the use of responsible advertising on the web. You
can disable this setting from the main menu if you
want all ads blocked
$0.99
Free on Google Play(for Samsung Android device)
100k
USERS
WORLDWIDE
SAMSUNG
Internet

Firefox Focus
It’s an app for:
3k
512
2 445
USERS
WORLDWIDE
How does it work?
The new Firefox Focus automatically blocks a wide
range of online trackers — from the moment you
launch it to the second you leave it.
Easily erase your history, passwords and cookies, so
you won’t get followed by things like unwanted
ads.
Whitelisting option
N/A
FREE

Purify
It’s an app for:
1 949
How does it work?
Purify lets you block ads and tracking, social
buttons and comments, scripts, images, and fonts.
Browse 4x faster. Save 50% of your data usage.
Whitelisting option
1. Open the site you want to whitelist in Safari.
2. Tap on the Sharing icon.
3. Tap on More.
4. Tap on the Purify Whitelist button to add it to
the Sharing menu.
5. Tap the Purify Whitelist button that now appears
in the Sharing menu.
6. Tap the button next to the name of the site to
whitelist it.
$1.99

Adamant
38
How does it work?
Save on your mobile data plan by not loading
data-hogging advertisements on web pages
Let Safari load pages faster than ever before by not
showing ads, trackers, and other unwanted
elements on web pages
Get updates to the blocking list as soon as they're
available
Save your battery life for things that matter most
by not loading and executing battery-hogging
JavaScript elements on web pages
Keep websites from tracking your activity
Whitelisting option
N/A
$1.99 - APP
Extension - Free

Umbra
84
How does it work?
Get rid of annoying popups, banners and ﬂoating
ads.
Enjoy reading and browsing with a clean and
pleasant experience on your phone and tablet.
Webpages load at least 4X faster than average.
Reduce data and battery consumption by up to
50%
Whitelisting option
Only option is to disable extension on site that you
want to be whitelisted
Free
Pro - $2.99
1M
USERS
WORLDWIDE
It has

Wipr
81
How does it work?
Wipr blocks all ads, trackers, EU cookie notices, and
other annoyances, so you can focus on the content
that matters to you.
Web pages load a lot faster. Wipr prevents
countless trackers from invading your privacy. Wipr
itself cannot, nor wants to, know what you do on
the web. By using a new technology called Content
Blocking Extensions, Wipr can do its job without
slowing down Safari at all.
Wipr's ﬁlters are updated twice a week to keep up
with the ever-changing web
Whitelisting option
N/A
$1.99 - APP
Extension - Free

Photon
It’s app for:
42
How does it work?
Pleasant and clutter free browsing experience
without the ads.
Protection of your privacy without websites
tracking your every moves on the Internet.
Reduce bandwidth consumption in your cellular
plan and save data and money.
Browse websites many times faster.
Whitelisting option
N/A
FREE
200k
USERS
WORLDWIDE
It has
Source - https://appagg.com/ios/productivity/photon-ad-blocker-for-private-secret-browser-app-16779135.html

BlockBear
624
How does it work?
Blocks ads (popups, text ads, banners) and removes
website clutter
Loads many websites 3-5x faster saving time and
bandwidth
Protects your privacy from widespread online
tracking (cookies, beacons, scripts, etc)
Lets you choose to block any combination of ads,
online tracking and social buttons with a simple
switch
Whitelisting option
Conveniently whitelist your favourite websites
from within Safari using the BlockBear Safari
extension
FREE

Brave
It’s an app for:
334
7 850
How does it work?
It blocks trackers and intrusive ads that can slow
you down on the web.
Redirects sites to HTTPS
IT blocks Tracking Pixels and Tracking Cookies"
Whitelisting option
If you need to unblock, tap the lion shield. Change
the blocking options.
Brave Payments is our Bitcoin-based
micropayments system that can automatically and
privately pay your favorite websites.
Brave users can now seamlessly reward the sites
whose content they value and wish to support.
Your monthly contribution is split among the sites
you visit as you browse.
The Brave browser calculates the percentages
based on a combination of how many pages you
visit and how much time you spend on each site
FREE
You do not have to pay Brave to go ad-free, as we
have a complimentary ad-free mode. We do
encourage users to support publishers and their
favorite sites via our paid ad-free mode, but
welcome all user proﬁles to Brave.
1M
USERS
WORLDWIDE

Dolphin
It’s an app for:
150M
1 649
2 446 616
USERS
WORLDWIDE
How does it work?
To ﬁlter ads on webpages, you can try AdBlock
add-on from this website: www.dolphin.com/lab/en
At the same time, you need to install the latest
version of Dolphin Jetpack and enable it in Dolphin
settings to activate this feature.
The exclusive features include one-tap share,
tabbed browsing, cloud sync, gesture browsing,
sonar search, speed dial, sidebar and a lot more to
be discovered
Whitelisting option
N/A
FREE
Source - https://itunes.apple.com/us/app/dolphin-web-browser-fast-private-internet-search/id452204407?mt=8

Chromer
Browser
It’s an app for:
500k
7 585
USERS
WORLDWIDE
How does it work?
Article mode, a special reader mode which removes
unnecessary content from webpages like ADS and
shows just the content you are looking for.
Whitelisting option
N/A
FREE

Ghostery Privacy
Browser
It’s an app for:
5M
938
11 499
USERS
WORLDWIDE
How does it work?
- Get an instant overview of the trackers on each
site you visit, then block or allow trackers you need
- Manage web site whitelists
- Largest tracker database, with over 2,200 trackers
and 4,500 scripts
- Additional privacy options with quick and easy
access to clear your cookies, cache, and granular
history
- Select from 8 search engines including Google,
DuckDuckGo, and Baidu
- Incognito "Ghost Mode" browsing available
- Minimal permissions required -- much fewer than
other browsers
Whitelisting option
Click on the ghost icon on top and click whitelist.
Another option is to pause the protection for a
certain time.
FREE

Refine
197
How does it work?
After enabling the extension in Safari’s settings,
Refine presents you with two built-in blockers:
Classic Privacy and Classic Adblocking. Classic
Privacy removes different forms of tracking with
the aim of protecting personal data, while Classic
Adblocking removes ads that correspond to
EasyList’s lengthy list of filters.
The latter also blocks ads from sources that
Adblock Plus has chosen to whitelist.
Whitelisting option
If you would like to support particular sites by
allowing only their ads to be displayed, just add it
to a list within the Settings menu. The only
downside to this is that it applies to all of your
blockers – hopefully in the future each blocker will
be able to have its own whitelist
$0.99

The Ultimate Publisher's Need-to-Know Guide to Ad Blockers

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The Ultimate Publisher's Need-to-Know Guide to Ad Blockers