From Disruption to Adaptation: Ad-Blockers and Their Influence on Global Digital Marketing

Abstract

This article examines the growing influence of ad-blockers on global digital marketing, asking how their widespread adoption reshapes consumer behavior, advertising models, and industry responses. The role of this study is to synthesize fragmented research from marketing, information systems, and consumer behavior through a systematic literature review. The results reveal that ad-blocker adoption is primarily driven by consumer concerns over intrusiveness, privacy, and browsing performance, with empirical studies showing both negative effects on advertising revenue and positive effects on perceptions of content quality. The discussion highlights the ways in which publishers and advertisers adapt, including the use of acceptable ads frameworks, contextual and native advertising, and subscription models. The main finding is that ad-blockers act as both a disruption and a catalyst for innovation, compelling the digital marketing ecosystem to prioritize fairness, transparency, and consumer trust in order to remain sustainable.