How we test Ad Blockers?
When browsing the internet, it's hard to avoid the onslaught of online ads, which can take the form of banner ads, pop-ups, autoplay videos, and sponsored content. Coming out of nowhere, these ads can be jarring and pose risks to your privacy.
In response, ad-blocking software has been a popular choice, but it's not a universal solution when confronted with the nuisance of online ads. Different ad blockers can miss out on some ads, affect website performance, and, in some cases, compromise your privacy.
Introduction
When evaluating ad blockers, PCRisk puts a significant emphasis on security and uses a very methodical process to test them. We want to be sure that any ad blocker we recommend won't let in any unwanted ads and won't cause any new problems. Our real-world and lab testing helps us do just that, and allows us to rank the effectiveness of the ad blockers we're looking at. All in a world where advertising is getting more aggressive and people's privacy concerns are rising.
Why You Should Trust PCRisk's Expertise
When testing ad blockers, PCRisk brings a wealth of experience in the cybersecurity and adware analysis field to the table, thanks to its more than a decade-long activity in the online security space. PCRisk has been helping users fend off adware, ransomware, trojans, and other types of malware since 2010. With its cybersecurity and data privacy experts who have devoted years to dissecting the insidious world of malicious advertising and developing take-down guides for the most intrusive adware, PCRisk's grasp of how ad networks and trackers function is virtually second-to-none.
PCRisk approaches the testing of ad blockers with the same rigorous and fair-minded attitude it would bring to software, giving each product a completely objective evaluation without any brand loyalty or sponsorship influence. Since our experts are at the cutting edge of the latest advertising ploys, including pop-up evasion techniques, anti-adblock methods, and emerging privacy threats, it is something you can bank on when looking at PCRisk's reviews, which cut to the chase of the real picture. We aim to show you each ad blocker's top features and weaknesses, so that you get a clear and accurate understanding of the security features.
How We Test Ad-Blocking Capabilities
When evaluating the effectiveness of ad blockers, our primary goal is to see how well they can shield users from unwanted ads, and we've given a lot of thought to this by testing ad blockers on all sorts of ads in real-world browsing. We're looking for ad blockers that can handle the full spectrum of ads in actual browsing situations. Our testing covers:
Banner ads and display ads - We're particularly interested in banner ads and display ads, so we visit popular entertainment and news sites covered in these static and animated displays. Our top-rated ad blockers should knock out the typical ad boxes and flashy banners that are a nuisance on webpages.
Pop-ups and pop-unders - When testing websites that frequently employ pop-up or pop-under ads, we try to see how well an ad blocker can block or close these unwanted windows. We send scripts and simulate user actions to see if we can trigger a new ad window, and a well-functioning ad blocker can close or block these before they can load any content.
Autoplay video ads - When browsing the internet, you're likely to see videos that autoplay, either when the page loads or as you scroll down. We test ad blockers to see how well they can kill off these unwanted video ads, looking at pre-roll ads on video platforms and video banners on news sites.
Native ads and sponsored content - We evaluate how effectively ad blockers can identify and remove different types of ads from a webpage. In particular, we test whether they can detect and suppress in-feed ads (designed to mimic organic content's look and feel).
In-app ads (when applicable) - When evaluating an ad blocker, we check its system-wide filtering capabilities. We see how it can block ads in mobile applications by launching ad-supported games and apps to see if banners or videos inside them get suppressed. We also consider whether it can block ads in streaming services and other non-browser environments, as it claims.
We use real-life websites and specially made test pages to test the effectiveness of these ad blockers. Coming up against notoriously advertising-heavy sites, we watch what slips through the cracks when the ad blocker is turned on. We also employ a series of ad-testing pages containing scripts that mimic the different types of ads we want to test, to verify each type is being caught.
Well-known to us are the websites that would otherwise drown us in ads, so we visit them with our ad blocker turned on, looking for any sign of remaining ads. The browsing experience with the blocker on versus without, helps us tally up the number of ads that got through and prove that the tool is consistently getting the job done.
Testing Anti-Tracking and Privacy Protection
When evaluating ad blockers, PCRisk doesn't just focus on blocking ads; it's also concerned about safeguarding online privacy. Therefore, our tests for ad blockers look at how well they can neutralize online trackers, which are often linked to ads. We check how each ad blocker prevents third-party tracking and data collection, which are essentially the unwanted side effects of advertising. Here's how we approach:
Tracker and script blocking: When we test ad blockers for social media pixels and advertising beacons that load in the background, we look to see if they block tracking scripts such as analytics trackers. From the perspective of how many ad blockers operate, they heavily rely on pre-existing filter lists to know which domains are tracking, and we check that the calls to these domains are being blocked. We also check if the ad blocker can stop common tracking scripts without crippling the functionality of the page.
Cookie and fingerprinting protection: As we analyze the capabilities of an ad blocker, we look at its ability to counter the techniques used by trackers, namely cookies and fingerprinting. Some ad blockers may block third-party cookies and/or stop tracking scripts from setting them, while others may provide a form of anti-fingerprinting by disallowing sites to gather detailed information about our devices and browsers, or even stop the collection of browsing habit data. We employ browser privacy test suites to check if an ad blocker reduces the fingerprintability of our test browser and successfully blocks any collection of our browsing habits.
Anti-tracking features: We check if they offer advanced anti-tracking features, including modules to block social trackers, disguise user agents, and remove tracking parameters from URLs. We turn them on and verify they're effective. We see if Facebook "like" and "share" buttons that track you are disabled, and if trackers from aggressive advertising networks are completely stopped.
No compromise on privacy: We verify that they're treating user data with respect, examining the privacy policy and actions of the software to see if it's collecting any unnecessary personal info or browsing history. A top-notch ad blocker doesn't just block external trackers; it's also not intrusive. It doesn't need to be and shouldn't be collecting any information. Our test methods may involve monitoring to see if the extension or app sends out any unexpected data and a close reading of its terms, ensuring that a high privacy score means the product is shielding your personal info and online identity.
If you're looking for a good ad blocker, it's a good idea to use technical testing tools to simulate tracking attempts, see what gets blocked, and then complement that with policy analysis. With this combination, we get a complete picture of how effectively an ad blocker is blocking third-party tracking, fingerprinting, and throwing up barriers to advertisers and data brokers wanting to follow your online movements. Our reports clearly show how each ad blocker performs in these privacy tests. Since privacy is an essential component of online security, we consider this a critical aspect of our evaluation.
Evaluating Speed and Performance Impact
PCRisk looks at how they affect your browsing experience and ensures that they don't hinder it. A well-designed ad blocker can even make web pages load faster by eliminating ads and trackers, and we test each one in the same way. Here's how we assess performance:
Page load time tests: We reference websites rich in advertising, news sites, e-commerce platforms, and other media-heavy pages, and measure how quickly they load with and without ad blockers. We use network conditions and browser profiles to get consistent results. Famous ad blockers will cut the time it takes for these types of sites to load, since they stop fetching those large image ads and third-party ad scripts that slow everything down. We measure the degree to which the load times improve, or in cases, get worse.
Resource usage monitoring: We also consider the system's CPU and memory. Some ad blockers, often with clunky filtering methods or overly elaborate interfaces, can gobble up a lot of CPU power and RAM. On older computers, this can severely slow things down. We simulate page loading and measure how much memory a browser uses with and without the ad blocker. We also see CPU usage shoot through the roof when the ad blocker squashes a lot of ads all at once. A lightweight ad blocker won't really weigh down your computer, but a poorly optimized one will cause noticeable delays in page loading.
Browsing fluidity and stability: How well pages scroll and videos play when the ad blocker is enabled, when evaluating ad blockers we consider the overall browsing experience. If a blocker breaks a site or causes it to stall, we'll label that a performance and compatibility issue, and test how quickly the ad blocker's interface responds. For example, how quickly clicking the extension icon switches the ad blocker on or off, or shows you your stats. If the delay is significant enough to ruin the experience, it will also count towards our final score.
Comparison with no blocker: We also test its performance against the regular browsing experience by running multiple trials to analyze the effectiveness of the ad blocker. We measure each site's average load times and resource usage without the ad blocker, then do the same with the ad blocker enabled. The difference in these results tells us how much of an impact the ad blocker has on web page performance. If the ad blocker was able to speed things up, which is the desired outcome, or if the load times barely differ, we feel confident in the blocker's performance. However, if we find that a page loads slower, and it is not just the internet being slow, because we would expect the blocker to cause a reduction, that's noted as well.
Consistency across sites: We find that different ad blockers can excel on some websites but falter on those that are very cluttered with ads (or vice versa). When testing websites for performance, we check a number of them to verify our results. We also test various websites, from the lightest to the heaviest, to see how well our tool can cut through the clutter.
When testing ad blockers, we look for those that will effectively block ads and trackers but also consume as few system resources as possible to have a negligible impact on your browsing speed. Overall, we have the hard facts, and we're not afraid to call out the ones that will slow you down and praise those that can significantly boost your page loading times by eliminating all the bloat.
Compatibility and Ease of Use
We're looking for something that is both powerful and user-friendly when testing ad blockers. An ad blocker that isn't compatible with the user's device or too difficult to figure out won't block ads effectively. That's why we at PCRisk evaluate the compatibility and usability of each ad blocker. We want to ensure it works where you need it to and that both tech-heads and casual users can efficiently operate it. Our tests cover:
Cross-platform and browser support: As testing an ad blocker, we install it on all the platforms and browsers it's compatible with. Since many ad blockers are browser extensions, we check them on Google Chrome, Mozilla Firefox, Microsoft Edge, and the other popular browsers, Safari, if available. If the ad blocker has a separate app or works at the system-wide level, we test it on Windows and macOS, and if it's available for mobile, we've checked it out on Android and iOS. Coming across an ad blocker that's only available for one particular browser or platform isn't something we like, so we note it in our review.
Installation and setup: When evaluating an ad blocker, we look at the installation process's simplicity, including setting up the browser extension or application and any necessary configuration. A well-thought-out adblocker will have a smooth process and can get you blocking ads immediately, usually with no need for adjustments. We also check if signing up for an account is necessary, and how much of a hassle it is.
User interface and settings: When reviewing an ad blocker, we evaluate the user interface, or UI, and design to see if it's intuitive, clean, and gives users the information they need, for example, how many ads are being blocked or if the ad blocker is turned on or off. In the settings menu, we check how the various options are laid out, whether it's easy to turn specific features on and off, or if more advanced features like custom filters and logs are completely accessible without confusing the average user. We go for a design that considers that regular users just want ads to be blocked seamlessly, but power users should be able to dig deeper into the more detailed settings if needed.
Default effectiveness vs. customization: We check how effective it is right out of the box. We look for instant ad-blocking results when assessing the usability of an ad blocker. We also see if any of the ad blocker's essential features need to be enabled by hand, or if they're turned on automatically. We check how easily a user can customise the ad blocker. If someone wants to allow ads on a particular site or change the blocking level, we want that process to be straightforward. Think a single click to pause ads on one website. Our team thoroughly tests these features so they're user-friendly and don't require any technical know-how.
Documentation and support: When evaluating ad blockers, we don't count things like customer support in our main scoring, but the quality of a product's user experience can be measured by the help it gives to its users, and that's exactly what we're looking for when it comes to documentation and onboarding. A quick walkthrough or helpful tooltips can be a game-changer for users jumping into an ad blocker without prior knowledge. We also check if the extension or app has built-in help sections, FAQs, or links to external resources that will satisfy the inquisitive users who want to learn more about how it works.
Consistency and updates: As we test an ad blocker, we check that the user experience is consistent across different browsers and devices. Switching between Chrome and Firefox extensions shouldn't make much difference for users. Knowing that the ad blocker works consistently across browsers gives them peace of mind. Ad blockers also need to be kept up to date. Outdated blockers can be rendered useless as advertisers evolve their tactics. Because of this, we check the frequency of updates and how quickly the people behind the ad blocker respond to changes in the browsers. We also see if there are any crashes or errors and log those as well.
If you're looking for the best ad blockers, PCRisk considers their effectiveness, ease of use, and how well they work in different environments. We understand that the last thing you want is ad blocker software that's difficult to install or won't provide adequate support for your operating system, browser, or network. Our review scores will be high for ad blockers that are easy to set up from the start for everyday browsing, and we will point out if any software has a steep learning curve or won't work in conjunction with your computer's software systems.
Testing Additional Features
We consider not only the blocking capabilities, but also the extra features that many offer, and ask if they really live up to the mark. We don't just let ad blockers show off their unique tools and options because we put them to the test to see if they add real value. Some of the key extra features we test include:
Custom filter lists: Advanced users who want more control over the content they see will often add custom blocking lists, regionally tailored ads, community-maintained filters, or even create their own rules, and our team tests this feature. We do this by importing a well-known filter list and creating a sample rule to verify that the software will accept and apply it. Our team also evaluates the user-friendliness of this process.
Whitelisting and exception management: One of the key features we look for is the ability to allow ads on websites that the user trusts, by adding them to a whitelist. We check how user-friendly this process is, and see if the ad blocker can effectively turn off its blocking function for a given site. We test the whitelisting process by selecting a site, disabling the blocking for that site via the ad blocker's interface, reloading the site, and then checking that ads are being displayed as they should be. Coming across features such as one-click "allow this site" buttons or temporary pause functions, we confirm whether they are a breeze to use. The ability to allow ads only on a specific page, or globally for a website, is also a feature we look for in our assessment, as well as whether a website is completely de-whitelisted or can be quickly reversed.
Cosmetic page element filtering: We check if they come equipped with cosmetic filtering features that can eliminate elements beyond traditional ads, such as placeholders left behind by ads, pop-ups asking for sign-ups, etc. Some of these features are called element pickers or "zap element" tools, and if they're there, we test them out. We see if the process is intuitive, basically, can the user click on an element to get rid of it, and if it stays gone after the first time you've removed it. Cosmetic filtering is great for readability, and we give kudos to ad blockers that have made that a piece of cake.
Malware and phishing protection: PCRisk considers an ad blocker's ability to block malicious domains and known phishing URLs a top priority, mimicking the effect of a lightweight antivirus for browsing. We test this feature by hitting a list of known malicious domains. Those that are basically flagged for spreading malware or fake "tech support" scams. With the ad blocker enabled, we see if it prevents us from accessing these domains or sends us a warning. Ad networks that link to malicious sites, or malvertising, is also something we look for, and a score that's on the higher side here means that the ad blocker is not just clearing up ads, it's also serving as an additional shield against web-based threats.
Anti-adblock countermeasures: When browsing the internet, you'll notice that websites are fighting back against ad blockers, as some websites block access if you're using one. Well-known websites with very strict anti-adblock policies are used to test ad blockers to see if we can outsmart the block. We check if our ad blockers' filter lists and scripts can convince these sites that no ad blocker is in place, and that gives us access to the content without asking you to intervene. If a site still manages to block an ad blocker, we note which ones were able to get past it, and that's the best way to determine if an ad blocker is up to the challenge.
Other unique features: We delve into any additional features it may have, such as VPN integration, parental controls, or data-saving modes. These are not necessarily at the heart of what an ad blocker does, but they can add much value. We check if these features are reliable and work well with the ad-blocking service. A 'stealth mode' that claims to erase browser traces would be tested to verify whether it does what it says, clearing out cookies and history or something else.
When testing ad blockers, we don't just look at what's on the label; we see how they perform in real life. A feature in a list isn't enough, and we check if it works as advertised, and if it's awkward to use or doesn't cut it, we'll let you know. Familiar, truly helpful extras that knock out ads, or boost privacy and usability, earn a lot of points in our review. This meticulous testing helps us cut through the noise and get to the heart of what's working and what isn't in these ad blockers.
What Hardware and Network Setup We Use
PCRisk takes a rigorous approach to ensure fairness and accuracy by conducting all its ad blocker tests in a tightly controlled environment with standardized hardware and network conditions. This fixed test setup eliminates any variables that could throw the results off. It makes it possible to isolate and compare the performance of the ad blockers themselves, which is why we do this. Here are the key details of our test environment:
Test machines: We use cutting-edge PCs that can fully utilize the latest browser features when testing our desktop ad blockers. Our Windows test machine is kitted out with a multi-core processor, such as Intel Core i7 or better, and 16 GB or more of RAM, running the latest version of Windows 11, ensuring that our computer won't hold back the ad blocker. We also have a high-performance Apple macOS system, with similar specs, that we use for testing Mac-supported ad blockers and Safari extensions, so we can be sure that the issue isn't with the computer and that it's the ad blocker or the website itself that's the problem.
Mobile devices: We use recent Android and iOS mobile devices to see how they'll perform on a typical user's smartphone. We run the tests on these up-to-date devices to ensure our results represent real-life browsing and in-app experiences.
Browser configurations: When we test ad blockers, we create a completely clean browser profile. No other extensions are installed, and we clear the browser cache and cookies after each test so that each ad blocker gets a fair shot and isn't influenced by anything else. We test the latest version of each major browser, and if a particular ad blocker is available on several browsers, we test it on all of them to check for any differences.
Network setup: We're using a very high-speed, low-latency internet connection, and our lab network is essentially a wired broadband connection, or a super reliable wireless one that gives consistent results when we test our products. We make sure that any background noise on the network doesn't ruin the test results, and if we're testing mobile ad blockers, the devices are connected to the same rock-solid WiFi network or a stable cellular network. By ironing out any irregularities in the network, we can pinpoint if the ad blocker is what's slowing down page loads or blocking content, rather than the network itself.
Monitoring tools: We have a suite of tools that capture the needed data. For network analysis, we use browser developer tools and network monitoring software to record every web request that a webpage sends out and see which ones are being blocked. This, in turn, lets us count the number of ads/trackers that were eliminated and the specific domains that are being filtered out. We also use both the built-in performance metrics of the browser and third-party timing tools to measure how quickly pages are loading, as well as computer system monitors to measure CPU and memory usage when browsing with different ad blockers. These tools run silently in the background, don't interfere with the webpage's functionality, and collect the data we need to be precise in our analysis.
Repeatable methodology: We all follow the same well-known routine and script out the parts that can be, which gives us consistency when we test different ad blockers. We send each one through the same set of websites and tests, and for those parts that can be automated, we run a pre-programmed sequence of test pages for each product. Every major measurement, such as page load times, is taken several times to account for any tiny fluctuations in the results, and we average them out, so when we compare two ad blockers, we get a very accurate and fair result.
Security and isolation: We frequently visit high-risk sites that may host malicious ads, but our test environments are well-sealed off from sensitive data. Visiting these sorts of websites can be dangerous, but we can mitigate this risk by using disposable virtual machines and system snapshots that wipe out any nasty malware or unwanted files after the test is completed. We can push the limits of each ad blocker, for example, by visiting sites infested with malvertising, without putting our systems at risk, and guarantee that each test starts with a pristine slate.
PCRisk uses top-notch hardware and network setup, giving us the power to evaluate each blocker fairly and consistently. The discrepancies in our reviews, whether regarding speed, efficiency, or resource usage, can be solely attributed to the performance of the software we're testing and are not a result of how we test. Coming from a position of transparency, we are very clear about our testing conditions, and here they are.
How We Score Ad Blockers
When assessing an ad blocker, PCRisk considers its ability to block ads, privacy features, performance, usability, and any additional features that the product may offer. We score each key area according to how much it contributes to the overall secure and seamless ad-free experience, then come to a final score. Below is an overview of the categories we consider and how much influence each has on the final rating:
Ad Blocking Effectiveness (approx. 40%) - The most critical factor we consider is its ability to block ads, and we give it high priority for this, as this is the software's primary job. We check what percentage of ads it successfully eliminated on our tests, covering all types of ads, including banners, pop-ups, video ads, etc. A high score here shows that the ad blocker has cleared out almost all ads from a wide variety of websites, and a poor score means it's letting many ads slip through. We also look at how well it can get past newer types of ads and avoid being detected by advertisers, because both things will keep an ad-free environment intact.
Privacy and Anti-Tracking (approx. 20%) - Especially on a security-focused site like PCRisk, protecting user privacy is one of the key aspects we examine. We score ad blockers on how well they shield users from being tracked and profiled, including blocking third-party trackers, scripts, and cookies, and if extra measures like anti-fingerprinting are taken. We'll also check the ad blocker's own privacy policies. If it were to harvest user data, it would result in a low score. An ad blocker with a good privacy score suggests it will greatly boost your online anonymity and stop advertisers from snooping on you.
Speed and Performance Impact (approx. 15%) - An ad blocker should be more than just safer; it should be silky smooth too. Diving into the second part of our scoring, we focus on how fast our ad blocker loads web pages and how much power it uses. Data-heavy mainstream websites that load rapidly and run with tiny resource usage will score well here, whereas if it's causing pages to lag, or gobbling up a lot of space on your system, that will knock its score down a peg. We've weighted this at 15% in our final calculation because performance is pretty important, but it's slightly behind the main ad-blocking and privacy functions. However, for people running on older hardware or slower connections, this could be the deciding factor in their choice.
Ease of Use and Compatibility (approx. 15%) - Its ability to block ads is not everything, as how user-friendly it is can be just as important. This category comprises the installation process, the clarity of the interface, how simple it is to use, and the number of platforms and browsers that the software works on, which accounts for about 15% of the overall score. A high-scoring ad blocker in this category would be one that anyone can quickly set up and that works perfectly on all major browsers and devices. Well-designed interfaces and a wide range of supported platforms get us started in the right direction, but a confusing or incompatible tool will get a much lower score in this section.
Features and Customization (approx. 10%) - We are looking at the extra features, such as custom filters, whitelisting, anti-adblock measures, and any additional security features, when evaluating the remaining aspects of an ad blocker. This section of the score carries around 10% weight. These features may not be as critical as the core functionality, but they can set an ad blocker apart and give users a lot more value. An ad blocker that is very functional but extremely basic can still do very well in our ratings, whereas one that provides many useful features will get a boost. We check that these features are not just present, but also work well. Poorly implemented features won't get much of a rating.
We use the pre-defined weights to combine them and get a final score for the ad blocker when we've tallied the scores for each category. Acclaimed for putting the effectiveness of the ad blocker front and center, our aggregate score strongly favours those that are adept at their primary job of blocking ads, as well as prioritising user privacy. The sum of all our meticulous analyses, the final score of the ad blocker allows readers to compare different products swiftly, and our in-depth written reviews give them the necessary background information on the numbers.
We aim to provide transparent and helpful testing, so that people can know exactly why an ad blocker earned a particular score. A product might have had a great ad-blocking rate, but may not be perfect on all fronts and didn't receive that extra boost, we'll tell you about it, and why. We want to cut through any confusion. We break down the scoring into bite-sized components, so you can easily see what each ad blocker is good at and what it falls short on. Our goal is that, by completely laying out how we test and rank ad blockers, you can pick the one that will suit you best with confidence.