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Avast_Blog_Security News: What is adblock?
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Adblockers play a key role in protecting our privacy and providing a smooth browsing experience

Technically speaking, adblockers do not block ads – they block web requests that download content into the browser. In other words, adblockers stop ads from downloading on your browser, allowing web pages to load faster and offering a better browser experience.  

Further reading: Should you use an ad blocker?

How does Adblock work?Adblock technology relies on simple lists, called filter lists, that determine what to block and hide, or what to allow to appear on the pages you visit. These lists simply consist of a list of URLs in the form of either an “allowlist” or “blocklist”.

When you visit a website, adblock quickly checks if that website is in one of these filter lists. If it is, then the request to external content is blocked and the ad is not downloaded into the webpage. In a nutshell, adblock technology is a set of rules that are established in these filter lists that determine what should be blocked or not blocked on webpages you are visiting. 

Filter lists are typically maintained by a third party community that is not affiliated with the developers of adblockers or ad companies.

Examples of filter lists
  • EasyList: A huge blocklist collection of URLs of known ads on English-language websites all over the web. The goal of this blocklist is to automatically remove any type of unwanted content that doesn’t belong on the webpage, such as plain, unformatted images and web page designs that are not part of the actual website, pop-up ads and banners, auto-playing videos with sound that cover half your screen, strange tracking, and so on.
    • It is maintained by the community (in other words, it’s largely unbiased).
    • Sometimes, some ad content is preloaded to the website, which the adblock technology cannot block it from loading. In these cases, Easylist is telling the adblock technology to hide that unwanted content, so it doesn’t appear on the web page.
  • EasyPrivacy list: Exactly the same as EasyList, just for non-English websites. In addition, it also blocks some social media buttons and in-page pop-ups (for example, sponsored content on Facebook).

  • Acceptable Ads Standards filter list: This list is an allowlist and was developed based on user feedback from actual adblock users. It is managed and sponsored by the company Adblock Plus. These standards aim at creating the best type of ads in order to improve and optimize the user experience while browsing the web. 
    • The Acceptable Ads allowlist is usually enabled by default when you install an adblock extension.
  • Local list: An allowlist that is created by you either by adding a web address in the settings pages of your browser or by allowing them within the adblock app.

  • Any other custom list: The Avast Partner allowlist, for example, allows “search” type of content to appear while you browse the web. Such are search results when using a search provider (Google, Bing, Yahoo, etc.), or shopping online (Amazon, Facebook Marketplace, etc.).
How are ads used?The short answer is that companies use ads as part of their marketing or promotional activities to introduce their offerings to users, and thus, drive sales and overall revenue. Advertising plays a different role at different stages of that marketing process that enables a company to raise awareness of a product or service.

Without ads, we wouldn’t be able to buy our favorite products or brands, access on-demand services or make our dream vacation a reality. 
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