About Ad Blockers

How ad blockers affect your profit?

The number of ad blockers installations grows exponentially, while your marketing campaign revenues melt.
In 2014 ad blockers were only installed on 5% of devices, while in 2018 this share amounted to 40%. Despite seeming innocence, ad blockers have always been a purely commercial projects. Until recently, only large corporations and top sites could afford to avoid blocking, while paying tribute to ad blockers.

Some Facts

Ad blockers usage growth in 2018
Total loss caused by ad blockers in 2017
Ad blockers users worldwide


Publisher and ad network solutions

Webmasters and ad networks have tried various methods to bypass locks advertising :, but they all did not lead to the desired outcome:


A common approach from publishers is to do nothing and wait and see. Additionally, many publishers think that ads are simply hidden by ad blockers and impressions are still counted, but the ad servers are not called to serve the ad because they are blocked, so no impressions are counted. This solution delivers zero revenue and is not sustainable in the long term.


Lawsuits from media agencies (RTL, ProSiebenSat1, Zeit Online, Handelsblatt and Axel Springer) against Adblock Plus have all been unsuccessful. This initiative would require coordinated action from global entities, such as the IAB. Until now, there hasn’t been much work done against ad block companies using this type of action. This solution is costly in legal fees and it can take years to implement new legislation.


This is probably one of the most common actions publishers have taken when they detect a user is using an ad blocker. A pop up or banner message appears asking them to turn off their ad blocker to view the content. Unfortunately, studies show that displaying a message to users and asking them to disable their ad blocker is not very effective. The percentage of users who will actually do this is extremely low, less than 1%.


Based on Adblock Plus’ Acceptable Ads Manifesto, publishers can now whitelist their web pages in order to show ads if they comply with Adblock Plus’ criteria. In 2015 Adblock Plus from Eyeo confirmed paid deals between Google, Microsoft, Amazon and ad-serving company Taboola. Due to the volumes and the value of the ads distributed by these companies, it allows them to pay to get whitelisted. However, this solution is not sustainable in the long term for several reasons:

  • 1. In 2016 Adblock Plus signed another paid agreement with the Criteo ad network, which specializes in retargeting. Privacy and security are considered to be a key reason users are installing ad blockers. When users realize that they are being retargeted again it will drive them to install another ad blocker which will not allow the whitelisted ads.

  • 2. Every user can simply deselect the “Allow some non-intrusive advertising” tick-box in the Adblock Plus settings and the user will not see the ads, which wastes the payment the company has made.


This solution consists of denying access for users of ad blockers to either part of or all of the content of the publisher’s site. This solution is a strong enforcement towards users because it completely denies access to content. However, its effectiveness may vary depending on the reputation of the website and the uniqueness of its content. So, if a site prohibits access to ad blocker visitors, it is very likely that these users will go to another website with the same or similar style content, making this highly risky.


This solution consists of hosting the ad creatives at the same domain as the website, so ad blockers consider the ads to be part of the website. This solution is mostly applicable for publishers and not ad networks, however, it limits the amount of ads that can be shown as publishers have to manually implement the ads on their site. In the case of affiliate ads, publishers get each of the ad creatives from an affiliate program and then upload them onto their website, which is time consuming for the publisher.


Requests to Service Workers are blocked by the basic rules of ad blockers. The use of the site subdomain is blocked by the ad blocker rules using the domain name mask. The use of WebSocket is blocked by the rules of the data exchange protocol. Also, modern ad blockers have got to block ads on CSS scripts, external content and other visual methods.

Polimorf Solution


Put your business concerns in the hands of a professional team of experts in artificial intelligence and instantly solve your problems with blocked advertising.
Each customer will be equipped with an unparalleled and unique neural network which will never stop learning and will continue to come up with the most creative ways to resist and bypass even the most sophisticated blocker algorithms. Every time when an ad blocker will initiate itself our neural network will neutralize the effect and deliver the ad content to the intended recipient.

Polimorf network does not fight with ad blockers, Polimorf makes itself invisible to the blockers and gives you the peace of mind that your business deserves!

Going Polimorf

When choosing POLIMORF you choose a team of professionals hardened in battles with ad blockers. The POLIMORF neural network already stands on the protection of several sites, and the results are very promising:


Increase your network income by up to + 100% * (depending on the type of advertising modules and countries)


Increase your website income by up to + 140% * (depending on the type of advertising modules and countries


Our custom solutions for your advertising can increase your income multiple times
Hover over specific country to see it's marketing campaign performance increase.

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