2024 Ad Blocker Trends: Top Blocked Elements
By Roman K. Fox
Introduction
Ad blockers are everywhere, and they’re changing how we experience the web. For businesses, that means understanding what’s getting blocked on their sites is more important than ever. At ScanningFox, we help website owners see how ad blockers affect their sites—whether it’s ads being removed or essential tools being disrupted.
As 2024 wraps up, we’ve pulled together some data to show the top 20 most blocked or altered elements. Let’s dive in!
How We Collected the Data
Throughout the year, our tool analyzed thousands of websites to see how ad blockers interact with them. This includes spotting which elements are:
- Blocked: Completely removed by ad blockers (like ads or trackers). For example, a rule
||googletagmanager.com^blocks all requests togoogletagmanager.com. - Changed: Altered in some way, like embedded videos or scripts not loading as intended. For example, a rule
www.youtube.com##+js(set-constant, ytInitialPlayerResponse.adSlots, undefined)changes the behavior of YouTube videos to prevent ads from playing.
The list below highlights the most commonly affected domains and how often they showed up in our scans.
The Top 20 Most Blocked or Changed Elements
| Rank | Site | Proportion (%) |
|---|---|---|
| 1 | googletagmanager.com | 8.1 |
| 2 | youtube.com | 3.8 |
| 3 | google.com | 3.8 |
| 4 | doubleclick.net | 3.3 |
| 5 | twitter.com | 2.4 |
| 6 | googlesyndication.com | 2.0 |
| 7 | typekit.net | 1.5 |
| 8 | google-analytics.com | 1.4 |
| 9 | facebook.com | 1.2 |
| 10 | amazon-adsystem.com | 1.0 |
| 11 | chartbeat.com | 1.0 |
| 12 | facebook.net | 0.9 |
| 13 | scorecardresearch.com | 0.8 |
| 14 | cloudflareinsights.com | 0.8 |
| 15 | cookielaw.org | 0.6 |
| 16 | googletagservices.com | 0.6 |
| 17 | adobedtm.com | 0.5 |
| 18 | wp.com | 0.4 |
| 19 | addtoany.com | 0.4 |
| 20 | privacy-mgmt.com | 0.4 |
Key Takeaways
1. Google Services Dominate the List
It’s no surprise that Google-owned domains like googletagmanager.com, doubleclick.net, and google-analytics.com top the chart. Ad blockers often target these services because they’re heavily tied to advertising and tracking.
2. Social Media Platforms Get Hit Too
Platforms like youtube.com, twitter.com, and facebook.com are frequently blocked or modified.
3. Analytics and Tracking Tools Are Major Targets
Many websites rely on tools like chartbeat.com and scorecardresearch.com to measure performance. Unfortunately, these tools are often blocked, making it harder for site owners to gather accurate data.
4. Privacy and Compliance Tools Aren’t Spared
Even tools designed to comply with privacy laws, such as cookielaw.org, are being blocked. Showing that ad blockers aren’t just about removing ads—they’re also helping with silly compliance laws.
What You Can Do
Here are a few ways to minimize the impact of ad blockers on your site:
-
Audit Your Site
Use tools (like ours!) to see exactly what’s being blocked or changed on your site. -
Focus on User-Friendly Ads
Try non-intrusive, native advertising that ad blockers are less likely to target. -
Look Beyond Third-Party Tools
Explore server-side analytics or alternative methods to gather data. -
Be Transparent
Let users know how and why you collect data. Transparency builds trust.
Conclusion
Ad blockers are here to stay, and their impact on websites continues to grow. By understanding what’s being blocked and why, you can take steps to ensure your site stays functional while respecting user preferences.
Want to see how ad blockers affect your site? Try our tool today and get ahead of the curve!