Adapting Mobile Web Usability for Ad Content Blockers

Adapting Mobile Web Usability for Ad Content Blockers

Advertisements can be a critical source of revenue for ad content publishers, but increasingly ads are being shown in obnoxious and intrusive ways. And as many users are learning, their privacy may be encroached upon with every load of a web page through ad networks, tracking, and retargeting. Much of this comes from advertisers’ insatiable desire to know everything about you, but tracking includes website analytics programs that work via JavaScript, like Google Analytics, and potentially more nefarious tracking by governments or individuals.

Regain Your Mobile Real Estate

The increase in mobile browsing has led to viewing space and page load speeds becoming a very intrusive problem that content blocking can help solve. Currently, when you load a page onto the browser of your mobile device, most of the real estate, bandwidth, and loading time is consumed by advertisements and other graphics that do nothing to improve your user experience. Because mobile advertising is less profitable per-ad than traditional desktop computer advertising, it has grown ever-more intrusive in publisher’s desperate efforts to preserve advertising revenue.Ad content

JavaScript is the Backbone of Function

JavaScript is a programming language that runs on your local browser and is the backbone of the functionality on most modern websites. Due to its extensive capabilities, it is not reasonable in today’s era to expect a website to fully function without JavaScript enabled on your browser — which poses a problem since a majority of these forthcoming content blockers may hinder some JavaScript to avoid being tracked by data-gathering tools such as Analytics.

Adapting Development

The reason your visitors are choosing to utilize a content blocker, it’s important to make sure that your site still works properly for these users. While publishers may need to find new ways to monetize their website ad content, web developers, must modify their sites so that they will work properly for users with content blockers. Our developers at JTech first noticed this issue on our own landing pages when one of our staff was browsing with a content blocker enabled.


A browsing experience unhindered by cluttered advertisements, slow loading times, and extensive bandwidth usages is a real close on the horizon to the growing number of mobile users. With the addition of ad content blocking extensions on mobile devices, many will choose the ability to improve their limited viewing screen and control over their personal data collection — even if it means experiencing a slightly degraded website. For website owners and developers, however, this means adapting their marketing tools and programming abilities to the ever-changing world of the web.

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