Adblocking and Counter-Blocking: A Slice of the Arms Race

anti-adblocking message from WIRED
If you use an adblocker, you are probably familiar with messages of the kind shown above, asking you to either disable your adblocker, or to consider supporting the host website via a donation or subscription. This is the battle du jour in the ongoing adblocking arms race — and it’s one we explore in our new report Adblocking and Counter-Blocking: A Slice of the Arms Race.

The reasons for the rising popularity of adblockers include improved browsing experience, better privacy, and protection against malvertising. As a result, online advertising revenue is gravely threatened by adblockers, prompting publishers to actively detect adblock users, and subsequently block them or otherwise coerce the user to disable the adblocker — practices we refer to as anti-adblocking. While there has been a degree of sound and fury on the topic, until now we haven’t been able to understand the scale, mechanism and dynamics of anti-adblocking. This is the gap we have started to address, together with researchers from the University of Cambridge, Stony Brook University, University College London, University of California Berkeley, Queen Mary University of London and International Computer Science Institute (Berkeley). We address some of these questions by leveraging a novel approach for identifying third-party services shared across multiple websites to present a first characterization of anti-adblocking across the Alexa Top-5K websites.

We find that at least 6.7% of Alexa Top-5K websites employ anti-adblocking, with the practices finding adoption across a diverse mix of publishers; particularly publishers of “General News”, “Blogs/Wiki”, and “Entertainment” categories. It turns out that these websites owe their anti-adblocking capabilities to 14 unique scripts pulled from 12 unique domains. Unsurprisingly, the most popular domains are those that have skin in the game — Google, Taboola, Outbrain, Ensighten and Pagefair — the latter being a company that specialises in anti-adblocking services. Then there are in-house anti-adblocking solutions that are distributed by a domain to client websites belonging to the same organisation: TripAdvisor distributes an anti-adblocking script to its eight websites with different country code top-level domains, while adult websites (all hosted by MindGeek) turn to DoublePimp. Finally, we visited a sample website for each anti-adblocking script via AdBlock Plus, Ghostery and Privacy Badger, and discovered that half of the 12 anti-adblocking suppliers are counter-blocked by at least one adblocker — suggesting that the arms race has already entered the next level.

It is hard to say how many levels deeper the adblocking arms race might go. While anti-adblocking may provide temporary relief to publishers, it is essentially band-aid solution to mask a deeper issue — the disequilibrium between ads (and, particularly, their behavioural tracking back-end) and information. Any long term solution must address the reasons that brought users to adblockers in the first place. In the meantime, as the arms race continues to escalate, we hope that studies such as ours will bring transparency to this opaque subject, and inform policy that moves us out of the current deadlock.


“Ad-Blocking and Counter Blocking: A Slice of the Arms Races” by Rishab Nithyanand, Sheharbano Khattak, Mobin Javed, Narseo Vallina-Rodriguez, Marjan Falahrastegar, Julia E. Powles, Emiliano De Cristofaro, Hamed Haddadi, and Steven J. Murdoch. arXiv:1605.05077v1 [cs.CR], May 2016.

This post also appears on the University of Cambridge Computer Laboratory Security Group blog, Light Blue Touchpaper.

On the hunt for Facebook’s army of fake likes

As social networks are increasingly relied upon to engage with people worldwide, it is crucial to understand and counter fraudulent activities. One of these is “like farming” – the process of artificially inflating the number of Facebook page likes. To counter them, researchers worldwide have designed detection algorithms to distinguish between genuine likes and artificial ones generated by farm-controlled accounts. However, it turns out that more sophisticated farms can often evade detection tools, including those deployed by Facebook.

What is Like Farming?

Facebook pages allow their owners to publicize products and events and in general to get in touch with customers and fans. They can also promote them via targeted ads – in fact, more than 40 million small businesses reportedly have active pages, and almost 2 million of them use Facebook’s advertising platform.

At the same time, as the number of likes attracted by a Facebook page is considered a measure of its popularity, an ecosystem of so-called “like farms” has emerged that inflate the number of page likes. Farms typically do so either to later sell these pages to scammers at an increased resale/marketing value or as a paid service to page owners. Costs for like farms’ services are quite volatile, but they typically range between $10 and $100 per 100 likes, also depending on whether one wants to target specific regions — e.g., likes from US users are usually more expensive.

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How do farms operate?

There are a number of possible way farms can operate, and ultimately this dramatically influences not only their cost but also how hard it is to detect them. One obvious way is to instruct fake accounts, however, opening a fake account is somewhat cumbersome, since Facebook now requires users to solve a CAPTCHA and/or enter a code received via SMS. Another strategy is to rely on compromised accounts, i.e., by controlling real accounts whose credentials have been illegally obtained from password leaks or through malware. For instance, fraudsters could obtain Facebook passwords through a malicious browser extension on the victim’s computer, by hijacking a Facebook app, via social engineering attacks, or finding credentials leaked from other websites (and dumped on underground forums) that are also valid on Facebook.

Continue reading On the hunt for Facebook’s army of fake likes