Ad blockers are redefining how users interact with online content today. These tools not only limit the reach of traditional digital ads but also force a closer look at how ads are delivered and received by millions of online users. For retailers who are heavily reliant on online traffic, the rise of ad blockers can feel like a wall separating them from their customers.
But what if there was a way to break down the wall and connect with a significant portion of these users? Ad-filtering users* represent an untapped opportunity. These users download ad-blocking software like AdBlock and Adblock Plus but are open to seeing some ads that do not disrupt their browsing experience. With the right strategies, retailers can engage this tech-savvy, highly attentive and privacy-conscious audience and convert them into loyal customers. This blog explores how retailers can overcome this obstacle by adopting nonintrusive advertising, understanding their audience and optimizing their ad formats and strategies for long-term success.
*like ad-blocking users, but different–they are open to seeing some light and nonintrusive advertisements that comply with the Acceptable Ads Standard to support publishers, advertisers and retailers.
Challenges and opportunities for retailers
The cost of ad blockers
The financial impact of ad blockers on businesses is undeniable. For retailers relying heavily on digital advertising to drive sales, this represents not just lost impressions but also missed opportunities for conversions and engagement.
However, not all is lost. Ad-filtering users aren’t off-limits—they’re a ready and willing audience for brands and publishers who get the experience right.
Reaching this audience not only diversifies your visitor base but also builds brand credibility among privacy-conscious consumers.
Understanding the ad-filtering audience
To effectively reach and engage ad-filtering users, retailers must first understand who they are. Research consistently shows that these users tend to be younger, tech-savvy individuals who are purchase decision makers and brand loyalists.
- Age: Most ad-filtering users typically skew younger. 53 percent of Millennials and 19 percent of Gen Z report they use ad-filtering software compared to only 6 percent of Boomers. The 2023 MAGNA Media Trials attribute this to ad-filtering users being the future customer base.
- Tech comfort: These individuals often know their way around privacy tools, browser extensions and digital platforms.
Learn more about ad-filtering users
Why do they use ad blockers?
Understanding these underlying frustrations provides retailers with a roadmap to connect with these users more ethically and effectively. Ad-filtering users don't reject advertising entirely—they reject excessive, intrusive or irrelevant ads. Here are their primary grievances:
- Intrusiveness: Excessive pop-ups, autoplay videos, and ads that interrupt the browsing experience are key drivers for users installing ad blockers.
- A Statista survey found that about half of users (49 percent) consider auto-play video ads with sound the most annoying form of online advertising, followed closely by muted auto-play videos.
- Privacy concerns: Many users distrust how their data is collected and used by advertisers.
- A 2025 survey by Windstream revealed that 80 percent of respondents are uneasy about how their personal data is used, and according to a 2023 study by Deloitte, only 34 percent of consumers believe companies are transparent about how they use collected data.
- Cluttered user experience: Overwhelming and excessive ad placements can dilute the value of the content that users are consuming.
- 54 percent of marketing professionals identified ad clutter as the most significant barrier to providing a good user experience.
- Online ads were considered at least somewhat frustrating by 73 percent of desktop users, making them a prominent source of irritation
Nonintrusive advertising refers to ad formats that prioritize user experience and respect user preferences. This type of ad avoids interruptive tactics like pop-ups or autoplay videos. The Acceptable Ads Standard, governed by the independent Acceptable Ads Committee (AAC), outlines specific criteria to define what constitutes a nonintrusive ad.
An example of nonintrusive ad formats - search ads:
The Acceptable Ads Standard for search ads is designed to ensure that advertisements shown in response to user-initiated search queries remain relevant, nonintrusive and user-friendly. Unlike Acceptable Ads compliant display ads on regular content pages, search ads are permitted to be larger and occupy more screen space, reflecting the fact that users are actively seeking information or products and may benefit from seeing more related options. This means that ads appearing as part of a search results list—such as when searching for a specific item—are allowed, provided they are clearly marked as advertisements and do not disrupt the browsing experience.
Search has generated an additional $14.1 billion in revenue in 2024, marking a 15.9% increase compared to the previous year. With a 39.8% share, Search continues to dominate as the leading segment in the market. Furthermore, qualitative research by the Acceptable Ads Committee highlights that ad effectiveness is closely tied to placement, size, and transparency. Ad-filtering users prefer ads that are relevant, clearly distinguished from content and offer some variety rather than repetitive messaging.
A key feature of the Acceptable Ads Standard is its control over ad density. Typically, no more than three ads are shown per page, and the total ad space is limited to a maximum of 15 percent of the visible area above the fold and 25 percent below the fold. This low ad density helps users focus on their primary tasks—such as shopping or searching—without being overwhelmed or distracted, ultimately benefiting both users and retailers by improving the overall experience and reducing ad irritation or annoyance.
As retail media continues to grow, the Acceptable Ads Committee (AAC) is working on a principles-driven framework specifically designed for the retail environment. This new approach aims to strike a balance between enhancing user experience and supporting retailers’ objectives in a dynamic digital landscape.
Interested in shaping the future of online advertising for millions of users? Join the ongoing conversation and help set a new standard—get in touch with the AAC to contribute to this important initiative.
Benefits of nonintrusive ads
Adapting to nonintrusive advertising standards offers multiple advantages, including:
- Improved user experience
By reducing interruptions, nonintrusive ads enhance audience trust and make browsing more enjoyable, and in exchange, users engage with brands rather than avoid them. - Higher engagement rates
Nonintrusive ads yield greater interest because they appear relevant, thoughtful and respectful of users’ preferences. - Positive brand perception
Retailers that adopt acceptable advertising standards position themselves as customer-focused brands, enhancing loyalty and long-term trust.
Redefining your strategy for ad filtering
Retailers who continue to rely exclusively on outdated ad strategies risk alienating a growing audience of ad-filtering users. The path forward lies in empathy, innovation and a willingness to adapt. By fully understanding why users adopt ad blockers, retailers can shift their efforts toward creating advertising that resonates with their values and expectations.
Organizations that adopt nonintrusive advertising not only counteract lost revenue but discover an opportunity to form deeper, more meaningful relationships with tech-savvy, engaged customers. The future of retail marketing lies in ethical and user-centric strategies.
Take the first step today. By aligning with user preferences and nonintrusive standards, your team can turn ad blockers into opportunity unlockers. The untapped market is waiting—you just need the right tools to reach it.
Learn more about ad filtering for retailers
