Ad-blocking: A study on performance, privacy and counter-measures

Kiran Garimella, Orestis Kostakis, Michael Mathioudakis

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

10 Citations (Scopus)


Many internet ventures rely on advertising for their revenue. However, users feel discontent by the presence of ads on the websites they visit, as the data-size of ads is often comparable to that of the actual content. This has an impact not only on the loading time of webpages, but also on the internet bill of the user in some cases. In absence of a mutually-agreed procedure for opting out of advertisements, many users resort to ad-blocking browser-extensions. In this work, we study the performance of popular ad-blockers on a large set of news websites. Moreover, we investigate the benefits of ad-blockers on user privacy as well as the mechanisms used by websites to counter them. Finally, we explore the traffic overhead due to the ad-blockers themselves.

Original languageEnglish
Title of host publicationWebSci 2017 - Proceedings of the 2017 ACM Web Science Conference
Number of pages4
ISBN (Electronic)9781450348966
Publication statusPublished - 25 Jun 2017
MoE publication typeA4 Article in a conference publication
EventACM Web Science Conference - Troy, United States
Duration: 25 Jun 201728 Jun 2017
Conference number: 9


ConferenceACM Web Science Conference
Abbreviated titleWebSci
CountryUnited States

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