The Challenge of Blocking Ads Served From the Source Domain: My Thoughts

I came across a fascinating online discussion recently, where someone was struggling to block ads on a particular platform. The user was encountering a frustrating situation: despite using ad-blocking tools like AdGuard DNS and browser extensions, they were still seeing ads. The reason? These ads appeared to be served directly from the platform’s own domain. This got me thinking about the inherent challenges of blocking ads served from the same domain as the content you actually want to see, and what strategies might (or might not) be effective.

This situation highlights a significant hurdle in the world of ad blocking. Traditional methods often rely on identifying and blocking requests to known ad servers or domains. However, when a website serves ads from its own domain, it becomes much harder to differentiate between legitimate content and advertising. It's like trying to pick out the bad apples when they're all mixed in with the good ones in the same basket.

Let’s explore why this is such a tricky problem and discuss some potential solutions.

Why Blocking Ads From the Same Domain Is Difficult

Several factors contribute to the difficulty of blocking ads served from the same domain:

1. Traditional Blocklists Are Ineffective

Most ad blockers rely on lists of known ad servers and domains. When an ad request originates from a different domain than the main website, the ad blocker can easily identify and block it. However, when the ad is served from the same domain, it bypasses these blocklists. The ad blocker sees the request as coming from the legitimate website and allows it through.

2. Content Delivery Networks (CDNs)

Many websites use CDNs to serve content, including ads. A CDN distributes content across multiple servers to improve performance and reduce latency. If ads are served through the same CDN as the website's core content, it becomes challenging to selectively block the ads without affecting the user experience. Blocking the entire CDN would mean blocking the entire website – clearly not a desirable outcome.

3. Subdomain Masking

Websites might use subdomains to serve ads, making it appear as though the ads are coming from a different part of the domain. For example, an ad might be served from ads.example.com while the main website is hosted on www.example.com. While this might seem like a separate domain, it's still technically part of the same domain, making it harder for some ad blockers to distinguish between legitimate content and ads.

4. First-Party Tracking

Ads served from the same domain can leverage first-party cookies and tracking mechanisms. This allows the website to track user behavior and personalize ads more effectively. Because the tracking data is stored on the same domain, it's harder for ad blockers to interfere with the tracking process.

Potential Solutions and Strategies

While blocking ads served from the same domain is challenging, there are several strategies that users can explore:

1. Advanced Browser Extensions

Some advanced browser extensions offer more sophisticated filtering capabilities than basic ad blockers. These extensions can analyze the content of web pages and block specific elements based on their attributes or patterns. For example, an extension might be able to identify and block ad containers based on their CSS classes or IDs.

Caveats:

• Performance Impact: Advanced filtering can be resource-intensive and may slow down browsing performance.
• Maintenance: Websites often change their code and structure, which means that custom filters may need to be updated regularly to remain effective.
• Complexity: Creating and maintaining custom filters can be complex and require technical expertise.

Examples of such extensions include uBlock Origin with custom filter lists and AdGuard Browser Extension with advanced settings enabled.

2. Custom Filter Lists

Many ad blockers allow users to create and import custom filter lists. These lists contain rules that specify which elements to block on a website. By creating custom filters that target specific ad containers or patterns, users can block ads served from the same domain.

Caveats:

• Technical Knowledge Required: Creating effective custom filters requires a good understanding of HTML, CSS, and regular expressions.
• Maintenance Overhead: Websites change their code frequently, so custom filters may need to be updated regularly.
• Limited Scalability: Custom filter lists are typically specific to a single website, so users may need to create and maintain multiple lists for different websites.

3. Content Blocking with CSS Selectors

Some ad blockers allow users to block content based on CSS selectors. This approach involves identifying the CSS selectors that target ad containers and then using these selectors to hide the ads from view. This method can be effective for blocking ads served from the same domain, but it requires some technical knowledge.

Caveats:

• Website Changes: If the website changes its CSS classes or IDs, the content blocking rules may no longer work.
• Maintenance: Users need to monitor the website for changes and update their content blocking rules accordingly.
• Potential for Breakage: Aggressive content blocking can sometimes break the layout or functionality of a website.

4. Host File Modification

Modifying the host file on your device can redirect requests to specific domains to a different IP address or to 127.0.0.1 (localhost), effectively blocking them. While this method can be effective for blocking ads served from the same domain, it's generally not recommended for novice users.

Caveats:

• Technical Expertise: Modifying the host file requires technical knowledge and can be risky if not done correctly.
• System-Wide Impact: Changes to the host file affect all applications on the device, not just the web browser.
• Manual Updates: The host file needs to be updated manually whenever a new ad server or domain is discovered.

5. DNS-Based Filtering with Advanced Configuration

While the user in the initial discussion was already using AdGuard DNS, it's worth exploring more advanced configurations. Some DNS-based filtering services, like NextDNS, offer more granular control over what gets blocked. With these services, you can create custom blocklists and whitelists, and you can also configure rules based on domain patterns or regular expressions.

Caveats:

• Complexity: Configuring advanced DNS-based filtering can be complex and require technical expertise.
• Potential for Overblocking: Aggressive filtering can sometimes block legitimate content or functionality.
• Performance Impact: DNS-based filtering can introduce a slight delay in website loading times.

6. Using a Private DNS Server

For advanced users, setting up a private DNS server like Pi-hole can provide even more control over ad blocking. Pi-hole is a network-level ad blocker that can block ads for all devices on your network. It works by intercepting DNS requests and blocking requests to known ad servers.

Caveats:

• Technical Expertise: Setting up and maintaining a private DNS server requires significant technical expertise.
• Hardware Requirements: A private DNS server requires a dedicated device, such as a Raspberry Pi.
• Maintenance Overhead: The DNS server needs to be updated regularly with the latest blocklists.

7. Browser-Based Ad Blocking with Script Blocking

Using browser extensions like NoScript or ScriptSafe can prevent scripts from running on specific domains. By blocking scripts from the website's domain, you can potentially block the ads served from that domain. However, this approach can also break the functionality of the website.

Caveats:

• Website Functionality: Blocking scripts can break the layout or functionality of a website.
• User Experience: Script blocking can make websites difficult to use, as many websites rely on scripts for their core functionality.
• Maintenance: Users need to manually allow or block scripts for each website they visit.

8. Using a VPN with Ad Blocking

Some VPN services offer built-in ad blocking capabilities. These VPNs can block ads at the network level, preventing them from ever reaching your device. However, using a VPN can also slow down your internet connection and may raise privacy concerns.

Caveats:

• Performance Impact: VPNs can slow down your internet connection.
• Privacy Concerns: Some VPN providers may log your browsing activity.
• Cost: VPN services typically require a subscription fee.

9. App-Specific Ad Blocking (For Mobile)

On mobile devices, some apps offer built-in ad blocking capabilities. For example, some browsers have built-in ad blockers that can block ads within the browser. Additionally, some third-party apps can block ads system-wide.

Caveats:

• Limited Scope: App-specific ad blockers only work within the app itself.
• Battery Drain: Some ad-blocking apps can drain battery life.
• Privacy Concerns: Some ad-blocking apps may collect your browsing data.

10. Accept That Some Ads Are Unavoidable

In some cases, it may simply be impossible to block all ads served from the same domain. Websites are constantly evolving their techniques to circumvent ad blockers, and ad blockers are constantly evolving to keep up. It's an ongoing arms race, and sometimes the website wins.

Focusing on Privacy

While blocking ads is often the primary goal, it's important to consider privacy as well. Many ads track your browsing activity and collect personal information. By blocking ads, you can also improve your privacy. However, it's important to use ad blockers that respect your privacy and don't collect your data.

I always suggest choosing ad-blocking solutions that are open source and have a good reputation for privacy. Read the privacy policies of any ad blockers you use to understand how they collect and use your data.

The Importance of Supporting Content Creators

It's also important to consider the impact of ad blocking on content creators. Many websites rely on advertising revenue to fund their operations. By blocking ads, you may be depriving these websites of the revenue they need to survive. I think it’s a good idea to consider supporting the websites you visit regularly through other means, such as subscriptions or donations.

Many websites also offer ad-free subscriptions, which allow you to support the website while enjoying an ad-free experience. Consider subscribing to your favorite websites to support their work.

My Recommendation

Based on the situation described in the online discussion, I'd recommend exploring more advanced browser extensions with custom filter lists. While it requires some technical effort, this approach offers the most granular control over what gets blocked. I would also consider using a DNS-based filtering service with advanced configuration options, such as NextDNS. This can provide an additional layer of protection against ads served from the same domain.

Ultimately, the best approach depends on your technical skills and your tolerance for complexity. Start with the simplest solution and gradually move to more advanced solutions if needed.

It's also worth remembering that the ad-blocking landscape is constantly evolving. New techniques are constantly being developed to circumvent ad blockers, and ad blockers are constantly evolving to keep up. What works today may not work tomorrow, so it's important to stay informed and be prepared to adapt your strategy.

While blocking ads served from the same domain can be challenging, it's not impossible. By using the right tools and techniques, you can significantly reduce the number of ads you see online. However, it's important to be aware of the limitations of ad blocking and to consider the impact of ad blocking on content creators.