Simple explanation of how an advert gets blocked on your website by network blocking method of ad-blocking software provided by Oriel Ventures Ltd as part of is six part series "Ad-Blocking - A Primer for Publishers" This simple presentation of how an ad is server in turn provides the reader with a better understanding of how the advert can get blocked by an ad-blocker. For details on the full article, visit https://oriel.io/

1. 11
Analyse, Communicate and Re-engage
Ad-Blocking
How it works?

2. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
1. Visitor navigates to the Publisher Website by connecting to Publisher Web Server
1
How ad-blocking works

3. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
2. Publisher Web Server sends back HTML code to visitor’s Web Browser
1
2
How ad-blocking works

4. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
3. Included in that code which was received from the Publisher Web Server is what is
called an ‘ad tag’
1
2
3
How ad-blocking works

5. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
4. Most of the network requests are blocked at this step, when the Web Browser
requests the ‘ad tag’ from the Ad Server
1
2
3
4
How ad-blocking works

6. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
5. In some cases, only specific types of resources are blocked, e.g. JavaScripts,
images. Content type based blocking happens here
1
2
3
4
5
How ad-blocking works

7. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
6. For higher blocking coverage, filter lists are also targeting requests made to
external servers, like Content Delivery Networks
1
2
3
4
5
6
How ad-blocking works

8. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
7. Similar to the point 5, ad-blockers can block resources by their content type, and
this happens at this step
1
2
3
4
5
6
7
How ad-blocking works

9. Oriel Ventures Limited Part of “Ad-Blocking - A Primer for Publishers - Part 1 - How Ad-blocking works”
8. At this step, ad-blockers are blocking the ads using cosmetic filters. In this case,
the ad is usually fully fetched and executed, but hidden after rendering
1
2
3
4
5
6
7
8
How ad-blocking works

10. 1010
Analyse, Communicate and Re-engage
For further information
Visit us at https://oriel.io
Click to Tweet and share this presentation