What is ad blocking rate and how does it affect publishers?
How to measure the ad blocking rate, why readers block ads, and the ways publishers respond.
Written by Samhub with the help of AI·Updated 13 Oct 2026·3 min readAd blocking rate is the share of readers or page views where ads are blocked by browser extensions or built-in blockers.
How to measure it
Ad blocking rate = page views with blocked ads ÷ all page views × 100
Example: 240,000 ÷ 2,000,000 × 100 = 12%
Illustrative numbers.
Why readers block ads
| Reason | Fix |
|---|---|
| Too many ads | Lower ad load |
| Slow pages | Lazy loading and lighter creatives |
| Intrusive formats | No autoplay sound or pop-ups |
| Privacy worries | Clear consent and data use |
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How publishers respond
Improve the ad experience
Fewer, better ads.
Ask politely
A message asking readers to allow ads or subscribe.
Offer alternatives
Subscriptions or registration.
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Frequently asked questions
It varies by country, device and audience. Measure your own.
Some use walls, but they can hurt traffic. Test carefully.
Some blockers also block analytics, so counts may be lower.
Usually, though mobile browsers with built-in blocking are growing.
Related terms
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