The way consumers interact with ads is in flux, and as ad blocking continues to rise, retailers might assume these audiences are a lost cause. But what if this trend isn’t a challenge, but an untapped opportunity? What if the users most wary of ads are actually the ones most primed to engage with them—if done the right way?
Looking past traditional assumptions helps retailers rethink their approach to ad-aware consumers and uncover a highly lucrative audience and new revenue streams.
The key isn’t more ads—it’s better-placed ads.
Ad blocking and ad filtering are often seen as barriers to retail advertising. Almost one in three global consumers use them, according to GWI, and that includes 32 percent of users who regularly or occasionally block ads. For retailers reliant on digital media to catch and engage attention, this may sound like a huge hurdle, perhaps even one that’s not worth jumping over.
But let’s bust that myth right now:
The myth: Ad-blocking users don’t want to see ads.
The truth: They want better ads—and are more likely to engage when ads are relevant, respectful, and well-placed.
But here’s a perspective shift: ad-blocking users today aren’t avoiding ads because they dislike advertising—they’re rejecting experiences that are irrelevant, intrusive, or unappealing. Often referred to as ad-filtering users, they’re not ignoring ads because they dislike shopping or engagement itself—they’re simply protecting their online experience and taking back some control.
In fact, these users are curators of their own digital space. They’re selective, tech-natives, and most importantly, engaged—when the content is right. By setting higher expectations for relevance and quality, they’re creating a new standard that forward-thinking retailers can meet. Ad blockers become a barrier only when brands fail to adapt. When you deliver ads that are meaningful and nonintrusive, ad-aware users are not only reachable, they’re more likely to respond.
Ad-filtering users = The ad-aware shopper
Ad awareness among online shoppers exists on a spectrum, with consumer behavior falling into distinct categories depending on their engagement with, perception of, and response to digital advertising.
- Banner blind consumers ignore anything that looks like an ad
- Ad-averse shoppers actively avoid and usually block all ads
- Ad-indifferent are neither particularly aware nor hostile toward ads
- Ad-aware shoppers notice ads and may even appreciate them—when they are relevant, respectful, and nonintrusive
Today’s ad-aware shopper is more attuned to advertising than ever before. With constant exposure to digital campaigns, personalized banners, and algorithm-driven product suggestions, they’ve developed a sharp awareness of how and when they’re being marketed to. As a result, earning their attention requires more than just visibility—it demands trust, authenticity, and relevance. They research extensively before purchasing, align their purchases with personal values, and spend more time considering reviews, ratings, and recommendations.
Ad-filtering users mirror ‘ad-aware’ characteristics. Unlike their banner-blind counterparts who are bombarded with invasive advertising, they’ve curated a low-clutter environment for themselves, allowing them to focus their attention on and engage with the few ads they do see. Ads are more memorable on low-cluttered pages, resulting in an 82 percent increase in aided ad recall.
Skewing younger, ad-filtering users are more likely to be critical purchase decision-makers and see relevant, targeted ads as a benefit that enhances their browsing experience (internal research). Supporting data from GWI shows that 43 percent of ad-filtering users tend to buy from brands they’ve seen advertisements for, and 58 percent of ad-filtering users display brand loyalty.
Learn more about their personas here
Reaching them effectively
To engage these discerning consumers, retailers must shift their approach.
Rethink ad formats for low clutter and high visibility
Ad filtering isn’t about total avoidance; it’s about reducing clutter. Retailers should focus on formats designed for clean, minimal interfaces and above the fold– for instance, less crowded environments make every ad placement more impactful. Ads placed on low-clutter pages are more cost-efficient and deliver a higher return on ad spend.
Foster trust through transparency and control
Ad-aware consumers won’t just give their attention freely—they expect honesty and respect. Offering transparency, such as explaining why they’re seeing a specific ad or presenting opt-out options, can build trust. Surveys indicate that 63 percent of consumers prefer businesses that provide transparency in sharing ad targeting methods (PwC Report). Furthermore, 62 percent of ad-filtering users want the ability to control the types and number of ads they see online.
Additionally, offering controls such as user-selectable ad preferences empowers your audience to engage more willingly with the experience.
By pivoting strategies to target ad-aware shoppers, retailers can unlock several advantages such as higher ROI and a deeper sense of loyalty. Engaging discerning shoppers means connecting with those most likely to purchase, and when you succeed in delivering relevance and value, these shoppers don’t forget and are likely to reengage.
Don’t overlook the untapped potential
Ad-aware shoppers aren’t slipping away from retailers—they’re inviting smarter ways to earn their attention. This audience is selective, yes, but they’re also open, engaged, and ready to reward brands that meet their standards.
Retailers have a unique opportunity to turn the narrative around. Shift your perspective from “ad blockers are problematic” to “ad-aware shoppers are promising.” Retail media strategies designed with these principles can deliver not only higher engagement but also incremental revenue that traditional methods can’t unlock.
Whether you’re redesigning ad formats, revising your personalization game, or building ad transparency, every step will bring you closer to a loyal and lucrative audience. Retailers have a choice: keep chasing attention in a crowded field—or lean into a new kind of consumer who’s already signaling what works. The only question is: will you meet them there?
