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Considering we have 25 years of adtech and we presently have multiple effective solutions for adblocking on mobile and desktop, I’d need some additional evidence to be sure that is “ultimately a losing battle”.



So I consider myself to be pretty aggressive compared to the normal user when it comes to adblocking. I use Pihole, pfsense (just some blocking IP lists), ublock origin + custom filters & lists, noscript, and also just have a firm household policy about unavoidable ads. (companies have a "1 strike you're out" policy in my household for anything egregious. Spotify earned a lifetime ban probably over a decade ago. It's likely the original offense has not been relevant for years, but I don't care. They're out of the running permanently.)

That said, there's a lot of time and energy keeping up with what works, and what does not in the ecosystem. From the pfsense (ie, IP blocking) side of things I'm wholly dependent on filter list authors -- and of course IP blocking ads is marginally effective at best. From the pihole side of things, you have similar problems: dependency on ___domain lists, and the ever-looming threat of server-side ads. The only reason pihole (or any DNS-based blocking in general) is not wholly useless is because it represents a minority of users. If the technique were even marginally popular, the industry would move on and render it almost totally useless. uBlock origin suffers similar problems, and of course Google has moved to neuter it via Manifest v3. They are also in something of a tug of way with Youtube, and I get the sense that if they really wanted to, they could easily circumvent the plugin. As could any other website. I'm not really worried about losing Youtube, mind you, but it feels pretty clearly that the door is closing on the ad-free internet. And worse, the time when the users on the internet had more power than corporations is dying with it.


Well, I couldn't even tell you off the top of my head where I see ads these days on mobile outside of the odd news site that takes up <1% of my browsing.

So I can't relate to this battle you paint that's so dire that we should stop using our phones.




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