Unskippable Ads: Why Are They So Persistent, and What Can We Do?

I recently came across a discussion online that perfectly encapsulates a frustration we’ve all experienced: the dreaded unskippable ad. Someone was simply trying to enjoy a mobile game, and they were bombarded by an advertisement that seemed to last an eternity. This got me thinking about the pervasiveness of these types of ads and what, if anything, we can do about them.

Let's delve into the world of unskippable ads, exploring why they exist and how we can minimize their impact on our mobile experiences.

The Unskippable Ad Phenomenon

Unskippable ads are those digital commercials that force you to watch them in their entirety before you can proceed to your desired content. They’re a common feature across various platforms, particularly in mobile games and streaming services. While ads are a necessary evil to support free content, the unskippable variety often feels particularly intrusive and disrespectful of users' time.

Why Do Unskippable Ads Exist?

• Revenue Generation: The primary reason is, of course, revenue. Advertisers pay a premium for guaranteed views. By ensuring that users watch the entire ad, platforms can charge more and generate greater profits.
• Brand Exposure: Unskippable ads guarantee that viewers are exposed to the brand message, regardless of whether they're interested. This can increase brand awareness and recognition.
• Forced Engagement: Some marketers believe that forcing users to watch ads, even against their will, can lead to some level of engagement or, at the very least, implant the brand in their memory.

The Impact on User Experience

Unskippable ads can significantly detract from the user experience:

• Annoyance and Frustration: Being forced to watch something you don't want to see is inherently irritating. This can lead to negative associations with the brand being advertised.
• Interruption of Flow: Unskippable ads disrupt the flow of whatever activity you're engaged in, whether it's gaming, browsing, or streaming.
• Data Consumption: These ads consume mobile data, which can be a concern for users with limited data plans.
• Battery Drain: The continuous playing of video ads can contribute to battery drain on mobile devices.

Strategies for Mitigating Unskippable Ads

While completely eliminating unskippable ads can be challenging, there are several strategies we can employ to minimize their impact.

1. DNS-Based Ad Blocking

As with other types of ads, DNS-based ad blocking can be effective in preventing some unskippable ads from loading in the first place. This method works by filtering out ad-serving domains at the network level, preventing the ad content from reaching your device.

Pros:

• System-wide protection (works across apps and browsers).
• No app installation required in some cases (especially on Android 9+).
• Reduces data consumption and battery drain.

Cons:

• May not block all unskippable ads, especially those embedded directly within apps.
• Requires configuring DNS settings, which may be technical for some users.

Recommendations:

• NextDNS: Highly customizable with detailed analytics.
• AdGuard DNS: Easy to set up with good default blocklists.

2. VPN-Based Ad Blocking

VPN-based ad blocking routes all your internet traffic through a VPN server that filters out ad content. This can be effective for blocking ads in apps, including some unskippable ads.

Pros:

• Blocks ads system-wide, including in apps.
• Provides additional privacy and security by encrypting your traffic.

Cons:

• Can impact battery life due to the overhead of running a VPN.
• May slow down internet speeds.
• Requires choosing a reputable VPN provider.

Recommendations:

• AdGuard Pro: A comprehensive VPN-based ad blocker.

3. Local VPN Apps

Local VPN apps create a VPN connection on your device itself, filtering traffic locally without routing it through an external server. This can provide ad blocking without the performance drawbacks of a traditional VPN.

Pros:

• Blocks ads system-wide.
• No external VPN server, minimizing performance impact.
• Often highly customizable.

Cons:

• Requires installing a dedicated app.
• May consume more battery than DNS-based blocking.

Recommendations:

• Blokada: Open-source and highly customizable.
• AdGuard for Android: Offers comprehensive blocking with premium features.

4. Browser Extensions and Apps

For blocking ads while browsing the web, browser extensions and dedicated ad-blocking browsers can be highly effective.

Pros:

• Highly customizable and effective at blocking ads in browsers.
• Can block specific elements on web pages.

Cons:

• Only works within the specific browser.
• May break some websites.

Recommendations:

• Brave Browser: A Chromium-based browser with built-in ad blocking.
• Firefox + uBlock Origin: A powerful combination with extensive customization options.

5. Content Blockers (iOS Safari)

On iOS, content blockers can be used to block ads within the Safari browser. These are native apps that integrate directly with Safari to filter content.

Pros:

• Native iOS integration for optimal performance.
• Customizable rules for blocking specific content.

Cons:

• Only works within Safari.

Recommendations:

• 1Blocker: A native iOS app with customizable rules.
• AdGuard for Safari: Offers comprehensive blocking with regular updates.

6. Premium Subscriptions

Many apps and services offer premium subscriptions that remove ads entirely. While this requires paying a fee, it can provide a completely ad-free experience.

Pros:

• Completely removes ads from the subscribed service.
• Supports the developers of the app or service.

Cons:

• Requires paying a recurring subscription fee.

7. Ad Skipping Apps/Tools (Use with Caution)

There are some third-party apps and tools that claim to automatically skip unskippable ads. However, these should be used with caution, as they may violate the terms of service of the platforms you're using and could potentially pose security risks.

Pros:

• Potentially skips unskippable ads automatically.

Cons:

• May violate terms of service.
• Potential security risks.
• May not be reliable.

Recommendation: Avoid these tools unless you fully understand the risks involved.

8. Reporting Ads

Many platforms allow you to report ads that are inappropriate or violate their advertising policies. While this won't immediately remove the ad, it can help to improve the overall ad experience over time.

Pros:

• Helps to improve the ad experience for everyone.

Cons:

• Doesn't provide immediate relief from unskippable ads.

Understanding the Limitations

It's important to understand that no ad-blocking solution is perfect. Advertisers are constantly developing new techniques to circumvent ad blockers, and ad-blocking technology must evolve to keep up. Some ads are also embedded directly within the content itself, making them impossible to block without affecting the content.

Moreover, some platforms actively fight against ad blockers, employing techniques to detect and disable them. This can lead to a cat-and-mouse game between ad blockers and platforms.

Balancing Ad Blocking and Supporting Content Creators

While ad blocking can improve the user experience, it's important to consider the impact on content creators and platforms that rely on advertising revenue to support their work. If you enjoy the content provided by a particular website or app, consider supporting them through a premium subscription or by disabling ad blocking on their site.

My Recommendations by Use Case

Based on the frustration I saw expressed online, here are my recommendations for different scenarios:

“I just want to skip those long ads in games!”

→ Local VPN app (Blokada or AdGuard for Android) – Blocks ads across all apps, including games.

“I want to block ads on websites I visit on my phone.”

→ Brave Browser – Built-in ad blocking and privacy features.

“I want an easy, set-it-and-forget-it solution.”

→ AdGuard DNS – Configure your device's DNS settings and enjoy system-wide ad blocking.

“I want to support the content creators I enjoy.”

→ Consider premium subscriptions or disabling ad blocking on their sites.

What About Rooting Your Android Phone?

Rooting your Android phone provides you with deeper control over the operating system, allowing you to install system-level ad blockers that can be more effective than app-based solutions. However, rooting can also void your warranty and potentially brick your device if not done correctly.

Recommendation: Rooting is generally not recommended unless you are an advanced user and understand the risks involved.

The Future of Ad Blocking

The future of ad blocking is likely to involve a constant arms race between advertisers and ad blockers. Advertisers will continue to develop new techniques to circumvent ad blockers, while ad blockers will need to evolve to keep up.

One potential trend is the rise of more sophisticated ad-blocking techniques that use artificial intelligence to identify and block ads more effectively. Another trend is the development of more privacy-focused browsers and operating systems that prioritize user privacy and ad blocking by default.

Ultimately, the best approach is to be proactive and use a combination of strategies to minimize the impact of unskippable ads on your mobile experience. Experiment with different ad-blocking solutions to find what works best for you, and be mindful of the impact on content creators who rely on advertising revenue.

The key is to find a balance that works for you, allowing you to enjoy your mobile experiences without being constantly bombarded by intrusive and annoying advertisements.