Ads aren’t just annoying, they can seriously undermine your privacy and security.
But how do you find the best ad blocker for your unique situation? In this guide we will examine different ad blocker options – from browser extensions to dedicated apps and hardware solutions.
But first, why block online ads?
Privacy – From a privacy perspective, online ads are horrible. Ads are usually served through third-party domains (advertising networks) and contain sophisticated tracking. This tracking software embedded in ads is used to build an intimate user profile to include your interests, browsing activity, location, age, family members, friends, and more. Based on your user profile, you’ll be served targeted ads through the ad networks on the websites you visit. Ads are basically digital surveillance cameras that constantly abuse your privacy.
Security – The growth of malicious advertising (malvertising) is truly alarming because your device can be infected by simply loading a page with ads – no clicks required! Ads can be used to serve malicious payloads that exploit security bugs and may even take over your device in exchange for payment (ransomware). Malvertising has even affected major websites such as the BBC and New York Times.
Performance – Ads are also problematic for performance in terms of bandwidth usage and CPU drain, especially with mobile devices. A study by Enders Analysis found that ads can consume up to 79% of mobile bandwidth! Using a versatile and lightweight ad blocker can tremendously improve page load speeds.
Now that you’ve decided to block ads, we’ll examine different ad blocker options in detail below. (This list is not in any rank order.)
Browser ad blocker extensions
One of the most popular ad blocker options is to use free browser extensions – but choose carefully!
Just like with free VPN services, many free ad blocking browser extensions are also making money through data collection and advertisements:
Adblock Plus doesn’t block all ads, but rather operates what it calls an “acceptable ads” program, where ads that meet its criteria for things like placement, size, and distinction, are “whitelisted”—that is, if the company displaying the ads is willing to split the revenue gained by whitelisting with Adblock Plus.
Ghostery, another popular ad blocker, operates under a different model. As a user, you don’t see ads and aren’t tracked by pesky data trackers. The company, however, makes money by collecting anonymized data on what those trackers pick up. It repackages that data and resells it to publishers, websites, and other companies it says can use the information to help improve the speed, privacy, and performance of their sites.
In other words, many of these “ad blockers” are not good choices for privacy-conscious users – the recurring problem with “free” products.
While I do not recommend using Adblock Plus or Ghostery, due to the privacy issues, there are still a few browser-based ad blockers, filters, and script blockers you may want to consider:
- uBlock Origin – uBlock Origin is an efficient and light-weight “general-purpose blocker” that filters ads and tracking. It is free, open source, and available for Firefox, Safari, Edge, and Chromium browsers. uBlock Origin is also very customizable and can be used with different filter lists.
- Privacy Badger – Privacy Badger is different from your typical ad blocker in that it “learns” as you use it, rather than using filter lists. It will block spying ads and trackers and is available for Firefox, Chrome, and Opera browsers.
- NoScript – NoScript is an extension for advanced users that blocks scripts by default, including ad services. This will take lots of customization and time as NoScript breaks many websites by default.
- uMatrix – Like NoScript, uMatrix is also for advanced users and blocks the execution of Javascript. It is developed by the same people behind uBlock Origin.
Another option is to simply use the Brave browser, which blocks ads and tracking by default. Brave is based on Chromium and is well-configured for privacy and security out of the box.
Drawbacks of ad blocker extensions:
- Ads may still be getting loaded and consuming your bandwidth and resources, even if they are not being shown.
- Advertising networks may still be collecting your data and profiling you, even if the ads are not being displayed on the sites you visit.
- Some ad blocker extensions still collect your data and/or serve you “approved” ads.
Ad blocker apps
There are also various dedicated ad blocking apps you can use for different devices.
One good (paid) option seems to be AdGuard. AdGuard offers dedicated ad blocker apps for Windows, Mac OS, Android, and iOS devices. They also offer browser extensions for all major browsers. From their FAQ page:
Generally, we at AdGuard don’t want to rely just on the capabilities provided by the browsers. That’s why our flagship products are standalone programs, which allows blocking ads and trackers system-wide.
There are other ad blocking apps available, but AdGuard seems to be one of the best options I’ve tested for this category of ad blockers.
Drawback: A dedicated ad blocker app will consume resources.
Virtual Private Network (VPN) with ad-blocking feature
Another option is to use a VPN (virtual private network) with a built-in ad blocker. There are basically three ways that some VPNs services block ads:
- Through the server network (see Perfect Privacy and the TrackStop feature)
- Through the VPN client (see NordVPN)
- Through a browser extension (see Windscribe)
The effectiveness of various VPN ad blockers can really vary. I tested different options for the VPN ad blocker guide, and Perfect Privacy was by far the best. The Perfect Privacy TrackStop filter blocks advertisements, tracking, and malware domains at the VPN server level, using very large filter lists that can be enabled by the user.
Of course, you can also use a VPN ad blocker in conjunction with browser-based ad blockers for a higher level of protection.
VPNs I’ve tested with blocking/filter features:
- NordVPN (visit site)
- Perfect Privacy (visit site)
- Private Internet Access (visit site)
- CyberGhost (ad blocker only works on non-encrypted sites via traffic manipulation – not recommended)
- VyprVPN (offers a malicious sites filter, but does not block ads; visit site)
- VPNArea (offers ad blocking DNS; visit site)
VPN ad blocker on a router
Another way to use a VPN ad blocker is through your router.
I tested this out and created a guide for using Perfect Privacy on an Asus router and everything worked very well, with easy setup. See this guide for more details: Ad Blocker VPN Router. This setup gives you ad blocking and all the benefits of a VPN for every device that connects on your home network. Your router will only count as one device for your subscription and you won’t need to download additional software for each device.
There are other hardware and router options for blocking ads that we will discuss further below.
VPN ad blocker on a VPS
Another option is to run a VPN on your own virtual private server (VPS) with ad blocking DNS. This is often called “rolling your own VPN” and offers security and performance, but it also has privacy tradeoffs because your traffic is not getting mixed with other users (and the VPS company has your personal information). It can also be a bit technical to setup.
Drawbacks with VPN ad blockers:
- Only works when connected to a VPN (but you’ll get protection on any device and network that connects to the internet)
- Requires the purchase of a VPN subscription
eBlocker
Another excellent option is a newly-developed device called an eBlocker. This is the product of a small team of privacy/tech enthusiasts based in Hamburg, Germany. (See the eBlocker review.)
eBlocker is a simple plug-and-play device that integrates with your router to block ads, stop trackers, hide your IP address, and protect all your devices without separate software installations. It provides a number of powerful privacy and security solutions directly out of the box.
The main drawback is the price, ranging from $99 to $169. However, it does offer many powerful features and benefits in addition to blocking ads. The eBlocker can connect to a VPN or the Tor network for added online anonymity. It can also cloak your devices to protect you against browser fingerprinting. Lastly, it has a family filter feature to block adult content, which may be useful if you have children.
See the eBlocker review or their website for more information.
Drawbacks of eBlocker:
- Expensive
- Only works on your home network
Other ad blocker options for your router
Blocking ads across your entire home network has some unique benefits:
- You won’t need to set up ad blockers on every device.
- Devices that don’t natively support ad blockers will still be protected (Smart TVs, gaming consoles, etc.).
Now let’s look at a few good options.
Ad blocking on a router
AdGuard offers free ad blocking DNS that you can use on your router. This setup page gives you the instructions (select router). All you need to do is enter in AdGuard’s DNS servers under the DNS option in your router’s settings.
AB-Solution is also a great option for Asus routers running Merlin firmware.
Lastly, some router firmware options may support ad-blocking, such as with DD-WRT and Tomato firmware.
Pi-hole
Pi-hole is a fast and efficient network-wide ad blocker that will function as a DNS server for your network. It is completely free and open source and can be run on a Raspberry Pi or other devices.
You can also run Pi-hole and a VPN together on a Raspberry Pi. PiVPN is an OpenVPN setup designed for Raspberry Pis. The big drawback here is that it does not offer any privacy since the traffic goes unencrypted to your ISP, with the Raspberry Pi being the endpoint.
What is the best ad blocker?
The best ad blocker for you will depend on your unique situation and needs. In other words, there’s no one-size-fits-all that will be perfect for everyone.
Many people like browser-based ad blockers, especially since they are usually free. While browser ad blocker extensions may be popular, they also come with a few noteworthy drawbacks:
- Ads may still be consuming bandwidth and resources (even if they don’t show).
- You may still be getting tracked by third-party advertising networks.
If you’re connecting lots of devices to your home network, one of the network-wide ad blocking solutions would be good to consider.
Because I’m always connected to a VPN, I like using Perfect Privacy’s TrackStop filter, which blocks all ads, tracking, and malicious domains at the VPN server level. With TrackStop being activated server-side, it works with any device I use with the VPN (with or without a VPN app). This setup is fast, efficient, and saves on resources because it does not require any extra ad blocking software or force the browser to parse through filter lists.
A dedicated ad blocking application on your operating system, such as AdGuard, may also be a good idea – but it will also consume resources.
Ad blocker conclusion
Using a good ad blocker is basic digital self defense, especially considering how invasive and dangerous online ads are becoming.
In addition to the privacy and security aspects, effectively blocking ads will also:
- Help websites load faster
- Consume less bandwidth, which can make a big difference for mobile devices
- Improve your overall online experience, without the clutter and distraction of obnoxious ads
The obvious drawbacks with some of these solutions are the cost and/or setup requirements. But considering the risks and annoyance of ads, using a good ad blocker whenever you’re online is definitely worth it.
Updated and re-written on January 1, 2019.
In regard to the Windscribe extension – it works in a way you said but they also added R.O.B.E.R.T — Malware and Ad Blocker which blocks malware, ad and tracking domains at the server (DNS) level. Please check here:
[https://blog.windscribe.com/meet-r-o-b-e-r-t-malware-and-ad-blocker-a228c9225395]
Any thoughts on Privacy Possum? It is supposedly more powerful than Privacy Badger.
Hi David, I’ll check it out.
One up vote for AdGuard !
@AdGuard is an institution against ads, something like going to a hospital or college as being the core institutions of the branched out specialized fields under their roof.
If you are already using the full-fledged desktop AdGuard program for Windows or macOS, then the browser extensions will undertake the features of Assistant and become a very useful support tool.
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Free offerings from Adguard:
AdGuard browser extensions – Chromium, Firefox, Safari, Opera, Yandex.Browser, Microsoft Edge, Palemoon.
https://adguard.com/en/adguard-browser-extension/overview.html
AdGuard DNS – is a foolproof way to block Internet ads that does not require installing any applications. Provides you with minimal necessary functions to block ads, counters, malicious websites, and adult content.
https://adguard.com/en/adguard-dns/overview.html
AdGuard Content Blocker – will eliminate all kinds of ads in mobile browsers that support content blocker technology . Being more limited than AdGuard for Android, easy to install and still provides high ad blocking quality and does not require root access.
https://adguard.com/en/adguard-content-blocker/overview.html
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Not only those are free but Adguard offers support by many different ways.
Knowledgebase – which has evolved since it’s inception, as before this central hub existed, every branch was spread out across the web and often outdated. As Adguard’s growth didn’t spare the personnel for it’s info to be kept updated.
https://kb.adguard.com/en/browser-extensions/integration-mode
Adguard Forums – https://forum.adguard.com/index.php
Report an issue – https://reports.adguard.com/en/new_issue.html
Discuss – https://adguard.com/en/discuss.html
Github – https://github.com/AdguardTeam
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Important –
https://kb.adguard.com/en/general/search-ads-and-self-promotion
https://adguard.com/en/get-adguard-for-free.html
Interesting – https://translate.google.com/translate?depth=1&hl=en&ie=UTF8&prev=_t&rurl=translate.google.com&sl=auto&tl=en&u=https://blog.adguard.com/ru/istoriya-adguard-s-drevneyshih-vremen-do-nashih-dney/
(Above link is viewable in IE11 I know for sure)
Sven, I hope if you give a dedicated review of Adguard that some of this will be helpful to you.
Thanks Sir : )
Excellent feedback, Hard Sell, thank you!
Sorry for the repeat question, but this seems a more logical place to ask it and the answer likely to be more helpful to more people here.
What is your opinion of adNauseam (https://adnauseam.io)?
It seems that the same people are behind as were responsible for the TrackMeNot Firefox addon (don’t know if that’s relevant).
Thanks.
AdNauseum looks like an interesting way to screw with Google and advertisers, but I see some drawbacks:
1) May slow down performance
2) Ads are dangerous (read malicious) and I think it’d be safer just to block them, although I understand AdNauseum is supposedly not executing the ads…
3) Makes you stand out from the crowd by generating lots of noise
Dear Sven Taylor,
I am using using ASUS ( RT-AC68U) and it is running on AdvancedTomato firmware (https://advancedtomato.com/). I use the built-in adblocker which is very effective. You can add filters from this website : https://filterlists.com/
I found it very effective, Now my entire house is Ad/Tracker/Malware free. The filters I use on the router include Adguard, Disconnect and so on.
What do you think of this 🙂 Thanks
Hi FerdinCrypto – that sounds like a great solution. I have very little experience with AdvancedTomato – something I should look into more. Thanks
It’s basically an /etc/hosts file. You can do the same on individual desktop operating systems (at least you can for Linux, BSD and MacOS… not sure about Windows). Probably the solution that’s easiest on resources.
Another solution is to deploy your own personal VPN server with DNS adblocking running on a VPS. I’ve done it with DigitalOcean – Running CoreOS, StrongSwan (for IPSec/IKEv2 tunnel), and Pi-Hole. Obviously not the ideal solution for anonymity or torrenting (VPS provider has your details), but if it’s security and speed you’re after, it’s probably among the best solutions.
Yep, that’s also a good option, but like you said, it has privacy tradeoffs.
On the subject of using the Tor Browser in place of vanilla Firefox with extensions, how would you suggest managing browsing when the Tor network is what I want to use on Linux? Should I run two installations of the Tor browser, separately configured?
Hi Devon, if I understand the intent of your question, you intend to use the Tor browser with both the Tor network, and also as your standard browser with a VPN service. If that’s the case, it may just be easier to keep the standard Tor bundle and modify the settings to not use the Tor network when you instead go through your VPN. But depending on your setup, two separately configured installations may be easier. See what’s the least hassle I guess.
Sven! Thanks for the article!
Just want to ask – did you use StopAd adblocker (stopad.io)
It blocks ads on all major browsers, applications (like YouTube, Skype), and social media. It’s free and without acceptable ads BS. Maybe, it can get a place in your list)
Hi Kris, thanks for the heads up, I’ll check it out.
How good is VPNArea ad blocking? Should I be looking to get another solution?
I haven’t tested their ad blocking DNS yet, but it should be good. If you don’t find it blocking all the ads you want, another option is AdGuard which costs money, but seems to do well on all devices (I need to update this post to include it):
AdGuard Website
You can try chrome extension “7 Times Faster”. It speed up your internet in 2 times by blocking ads and tracking. It’s fastest ad blocker
What about Adguard? can you review it please?
Hi Jack, Adguard looks like an excellent option – I will be reviewing it soon.
Hey Sven! Did you ever get a chance to do a review on Adguard? If so, where could I find it on your site? Cheers from Canada!!!
Hi George, sorry, I haven’t had much time to look at ad blockers and do a review, but Adguard still looks like a good option from everything I see.
I use Adguard installed program on Windows machine.
Very good in terms of being an Ad blocker besides the added benefits of the many other options it has.
See their site for it all as I don’t want to sound like an advertisement to it.
I recommend it and look to it’s BF sale or other sites that handle sales for like programs – you can find a lifetime license 2+2 devices for very modest price.
Two PC’s + Two smartphones.
There is also proxy server based ad blocking where the server runs on one or more PC/MAc. These can either be:
1) a web proxy like eBlocker (Privoxy is the pioneer, but only for the geek) or
2) a transparent proxy which inserts itself into the network stack allowing it to reused for multiple applications (Adguard).
These proxies can run on each PC/Mac and/or be located on just one computer on the home LAN. Much cheaper than eBlocker.
Hi John, thanks for your feedback. As you point out, there are some great alternative ad blocking options, but these are often quite complex and “only for the geek” as you say. I’ve found that eBlocker works well because it is a simple plug-and-play solution, which appeals to most people who want to block ads and tracking, but don’t have time for overly-complex solutions. Nonetheless, it all depends on the user and how “geeky” they are 🙂 I intend to update this article with more ad blocking alternatives – thanks for this info!
The eBlocker guys might be a victim of their own success. Sending e-mails to them seem to end up in a black hole.
I deployed an open source alternative to their subscription service. PiHole (https://pi-hole.net) is running on many platforms. I have chosen a Raspberry Pi 3 and it is now jugging along nicely for almost a week. Maybe worth of a review? So far I like it.
Hi Matt, interesting. When I tested the eBlocker out last month I sent support lots of different questions and always got a reply within 24 hours. Never heard of PiHole, but looks good!