Online advertising represents the economic foundation for much of the Internet’s content; however, it also represents a significant cost to individual and enterprise users who must pay to download the ads to their platforms in order to view them. The present study rates the effectiveness of Adblock Plus – an open source, ad-blocking Internet browser extension – in reducing network data requests. Ultimately, there is a 25.0% reduction in bytes downloaded, a result that increases to 40.0% when video traffic is considered in isolation. The implications of these results for enterprise users are also considered.
This study was funded by the Adblock company, which is telling of their long term motives. They're trying to pivot themselves as a network utility for enterprise customers. It's probably a good approach for them considering the holes they've poked in their filters.