Can You Actually Skip Ads? My Thoughts on 'Unskippable' Mobile Ads

I recently saw someone online expressing their frustration with an ad in a mobile game that seemed impossible to skip. It reminded me of the ongoing battle between ad blockers and increasingly intrusive advertising techniques. It’s a problem we’re all familiar with: you’re enjoying a game or browsing a website on your phone, and suddenly you’re bombarded with an ad that refuses to go away. Is there anything we can actually do about these ‘unskippable’ ads?

Let’s explore the different tactics involved and how ad blocking solutions can (or can’t) help.

The Evolution of ‘Unskippable’ Ads

It’s important to understand that what appears ‘unskippable’ isn’t always technically unskippable. Often, it’s a matter of clever design or technical trickery. Here are a few common tactics:

1. Delayed Skip Buttons

This is probably the most common type. The ad plays for a predetermined amount of time (usually 5-30 seconds), and only then does a skip button appear. The button itself might be small, hidden, or designed to blend in with the ad, making it easy to miss. This tactic relies on user impatience and the hope that you’ll just watch the ad rather than search for the skip button.

2. Fake ‘X’ Buttons

Another common trick is to place a fake ‘X’ button on the ad that, when clicked, redirects you to the advertiser’s website or app store instead of closing the ad. This is incredibly frustrating and often relies on accidental clicks. It's a dark pattern designed to trick users into engaging with the ad.

3. ‘Rewarded’ Ads with Mandatory Viewing

Many free-to-play mobile games use rewarded video ads, where you watch an ad in exchange for in-game currency or other benefits. These ads are inherently ‘unskippable’ because the reward is contingent on you watching the entire ad. While this can be a fair exchange, the length and frequency of these ads can still be disruptive.

4. Server-Side Ad Insertion

This is a more sophisticated technique where the ad is seamlessly integrated into the content stream at the server level. This makes it much harder for traditional ad blockers to detect and remove the ad, as it appears to be part of the original content. This is becoming increasingly common on streaming platforms and video websites.

5. Click-Through Requirements

Some ads require you to click on them to proceed, even if it’s just to close the ad. This forces engagement with the ad, even if you have no intention of learning more about the product or service being advertised. It’s a particularly aggressive and annoying tactic.

How Ad Blockers Can (and Can’t) Help

So, where do ad blockers fit into this picture? The effectiveness of ad blockers against ‘unskippable’ ads depends on the type of ad and the blocking method used.

DNS-Based Blocking

As we often recommend, DNS-based ad blocking works by filtering out requests to known ad servers at the network level. This can be effective at blocking many types of ads, including banner ads, pop-up ads, and some in-app ads. However, it’s less effective against ads that are served from the same domain as the content you’re trying to access (like server-side ad insertion).

Pros:

• System-wide protection
• No app installation required
• Low resource usage

Cons:

• Less effective against server-side ads
• May not block all in-app ads

Browser Extensions/Apps

Browser-based ad blockers, like AdBlock or uBlock Origin, can be very effective at blocking ads within a specific browser. They use filter lists and custom rules to identify and remove ad elements from web pages. They can often block more sophisticated ad techniques than DNS-based blocking alone.

Pros:

• Highly customizable
• Can block more complex ads
• Often includes element hiding features

Cons:

• Only works within the browser
• Can sometimes break website functionality

VPN-Based Blocking

VPN-based ad blockers route your traffic through a VPN server that filters out ads before they reach your device. This can be effective at blocking ads in apps as well as in browsers. However, it can also impact your battery life and may slow down your internet speed.

Pros:

• System-wide protection, including in apps
• Can block a wide range of ads

Cons:

• Higher battery usage
• Potential performance impact
• Requires trusting the VPN provider

Local VPN Apps

Local VPN apps create a virtual VPN on your device to filter traffic without routing it through an external server. This offers a good balance of system-wide protection and performance. Apps like Blokada and AdGuard for Android use this approach.

Pros:

• System-wide protection
• No external VPN needed
• Customizable filter lists

Cons:

• Requires granting VPN permissions
• Can sometimes interfere with other apps

Specific Strategies for Dealing with ‘Unskippable’ Ads

Even with the best ad blockers, some ads might still slip through. Here are some additional strategies you can use:

1. Patience and Precision

Sometimes, the best approach is simply to be patient and carefully look for the skip button. Advertisers often try to hide the button or make it small, but it’s usually there somewhere. Train yourself to scan the corners of the screen and look for any sign of a skip option.

2. Report the Ad

Many apps and platforms allow you to report inappropriate or misleading ads. If you encounter an ad that uses deceptive tactics or violates the platform’s advertising policies, report it. This helps the platform identify and remove problematic ads.

3. Consider Paying for a Premium Version

If you frequently use a particular app or game and are constantly bombarded with ads, consider paying for a premium version that removes ads altogether. This is often the most reliable way to eliminate ads and support the developers of the app.

4. Use a Pi-hole (Advanced)

For more advanced users, a Pi-hole is a network-level ad blocker that can block ads on all devices connected to your home network. It requires some technical setup, but it can be very effective at blocking ads system-wide.

5. Custom Filter Lists (Advanced)

Many ad blockers allow you to add custom filter lists to block specific domains or ad servers. You can find community-maintained filter lists online that target specific types of ads or ad networks. This requires some technical knowledge but can significantly improve your ad blocking effectiveness.

The Future of Ad Blocking on Mobile

The battle between ad blockers and advertisers is likely to continue, with each side constantly developing new techniques. As advertisers become more sophisticated, ad blockers will need to adapt to stay ahead. Here are a few trends to watch:

1. AI-Powered Ad Blocking

AI and machine learning could be used to identify and block ads more effectively, even those that use sophisticated techniques like server-side ad insertion. AI could analyze the content of web pages and apps to identify ad elements and block them in real-time.

2. Decentralized Ad Blocking

Blockchain technology could be used to create decentralized ad blocking solutions that are more resistant to censorship and control. These solutions could allow users to earn rewards for blocking ads and supporting content creators directly.

3. Privacy-Focused Browsers

More browsers are likely to incorporate built-in ad blocking and privacy features to protect users from tracking and intrusive advertising. This could make ad blocking more accessible to mainstream users.

4. Collaboration Between Ad Blockers and Content Creators

There could be more collaboration between ad blockers and content creators to find alternative ways to monetize content without relying on intrusive ads. This could involve micropayments, subscriptions, or ethical advertising models.

My Recommendations for the Frustrated User

Based on the original user’s frustration with an ‘unskippable’ ad in a mobile game, here’s what I would recommend:

1. Start with DNS-Based Blocking

Configure your device to use a DNS-based ad blocker like NextDNS or AdGuard DNS. This will block many of the ads in the game without requiring any app installation.

2. Consider a Local VPN App

If DNS-based blocking isn’t enough, try a local VPN app like Blokada or AdGuard for Android. These apps can block ads system-wide and offer more customization options.

3. Report the Ad and the Game

If the ad is particularly egregious or the game is overly reliant on intrusive ads, report it to the app store and leave a negative review. This can help other users avoid the game and encourage the developers to adopt more ethical advertising practices.

4. Explore Browser-Based Solutions

If you also browse the web on your mobile device, use a browser with built-in ad blocking, like Brave Browser, or install an ad blocking extension in Firefox.

5. As a Last Resort: Pay to Remove Ads

If you really enjoy the game and are willing to pay, consider purchasing the premium version to remove ads altogether. This is often the most reliable way to eliminate ads and support the developers.

Mobile ad blocking is a constantly evolving field. While ‘unskippable’ ads can be frustrating, there are many steps you can take to minimize their impact on your mobile experience. By combining the right ad blocking tools with a bit of patience and awareness, you can enjoy a cleaner, faster, and more private mobile browsing experience.

If you're ready to take control of your mobile experience, check out our setup guides for step-by-step instructions on configuring DNS-based ad blocking on iOS and Android.