Study Finds Ad Blockers May Expose Users to More Problematic Ads
AinvestWednesday, Jul 9, 2025 3:59 pm ET
1min readAd blockers, used by nearly 1 billion internet users, may expose users to more problematic ads. A study from NYU Tandon found that users of Adblock Plus's "Acceptable Ads" feature encountered 13.6% more problematic ads than non-users. The researchers created a taxonomy to identify concerning content and used AI to match human judgments 79% of the time. The study revealed patterns of inappropriate advertising for underage users and questioned the effectiveness of Adblock Plus's compromise approach.
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