AdBlock
AdBlock operates a free, consumer-facing browser extension that blocks ads, trackers, and malware across all major browsers and platforms, serving 65M+ users globally. It monetizes via a freemium subscription (Premium + bundled VPN) and operates as a subsidiary of eyeo GmbH.
- Company typePrivate
- Founded2009
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What AdBlock does
AdBlock is a consumer software company that operates one of the world's most widely installed browser-based ad blockers, with over 65 million users across 40+ languages. Founded in 2009 by Michael Gundlach and headquartered in Houston, Texas, the company operates as a fully remote organization of roughly a dozen staff and has been a subsidiary of eyeo GmbH (parent of Adblock Plus) since 2021. Its core product is a free browser extension available on Chrome, Firefox, Edge, Safari, iOS, Android, and Samsung Internet that blocks advertisements, pop-ups, video ads (including YouTube pre-roll), third-party trackers, cryptocurrency mining scripts, and malware domains, using rule-based filter lists (EasyList, EasyPrivacy, Acceptable Ads, Anti-Circumvention, plus language-specific lists).
The technology stack is built around an open-source filter-list engine (GPLv3 licensed), with cloud-side infrastructure provided by IPVanish (VPN), Whalebone (DNS-based blocking for iOS/macOS), Google Firebase (logging/analytics), Paddle and RevenueCat (payments), MailChimp (email), and ZenDesk (support). The extension is fully compatible with Chrome's Manifest V3 framework, a notable defensive technical achievement given that several competitors lost functionality during that transition.
AdBlock monetizes through a freemium subscription model: the core extension is free indefinitely with no account required, while AdBlock Premium ($4/month or $40/year) adds cookie-banner blocking, Distraction Control (autoplay blocking, newsletter-popup suppression), themes, image swap, and a bundled VPN supporting up to six devices. AdBlock also participates in eyeo's Acceptable Ads program, which whitelists compliant publisher ads by default. Distribution is entirely digital and product-led, relying on browser/app store placements and direct downloads from getadblock.com, with marketing primarily through content, social media, and earned coverage in outlets including Wired, CNET, Bloomberg, WSJ, and TechCrunch.
AdBlock firmographics
Firmographics- Name
- AdBlock
- Legal name
- Adblock, Inc.
- Website
- https://getadblock.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AdBlock operates a free, consumer-facing browser extension that blocks ads, trackers, and malware across all major browsers and platforms, serving 65M+ users globally. It monetizes via a freemium subscription (Premium + bundled VPN) and operates as a subsidiary of eyeo GmbH.
- Ownership category
- akta.pro rank
AdBlock industry classification
Industry- Product category
- Browser-based ad blocking software
- akta.pro primary industry
- Web & Mobile Abuse (Scraping, Scalping, Inventory Hoarding) (HDADALAH)
- akta.pro secondary industry
- Brand Safety, Fraud Detection & Ad Verification (BPAMALAN)
Keywords
Where AdBlock is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AdBlock business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Freemium Core Product: AdBlock's core browser extension is free to download and use. It blocks ads, pop-ups, and trackers without requiring any account, subscription, or payment. Revenue is generated by converting a portion of free users to paid Premium.
- AdBlock Premium Subscription: Premium subscription ($4/month or $40/year) provides enhanced ad blocking, cookie banner blocking, Distraction Control, dark mode and themes, image customization, and AdBlock VPN. AdBlock Premium + VPN bundle is also available at $40/year. The subscription auto-renews and supports installation on multiple supported devices.
- Acceptable Ads Program: AdBlock participates in the Acceptable Ads program (administered by eyeo GmbH). Publishers with more than 10 million monthly ad impressions pay a fee to participate. Revenue from these fees funds the continued development of AdBlock Plus and the Acceptable Ads program.
- AdBlock VPN Subscription: VPN service bundled with AdBlock Premium, powered by IPVanish infrastructure. Uses AES-256 encryption, offers unlimited data, no-log policy, and supports up to 6 simultaneous device connections. Provided via IPVanish under a white-label partnership.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free ad blocking with essential features |
| Subscription | Monthly | Enhanced blocking, cookie banners, distraction control, themes, VPN |
| Subscription | Annual | AdBlock Premium + VPN bundle |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels7 records
AdBlock product offering
Product offeringCore offering
AdBlock provides a free browser extension that blocks online advertisements, pop-ups, third-party trackers, malware domains, and cryptocurrency mining scripts across Chrome, Firefox, Edge, Safari, iOS, and Android. The product relies on rule-based filter lists (EasyList, EasyPrivacy, Acceptable Ads) and is fully compatible with Chrome's Manifest V3 framework. A paid Premium subscription layers on cookie banner blocking, distraction control, themes, image swapping, and a bundled VPN service.
Product overview
AdBlock offers a free core ad-blocking browser extension compatible with Chrome, Firefox, Edge, Safari, iOS, and Android. The product portfolio includes AdBlock Premium (a subscription upgrade with enhanced features like cookie banner blocking, distraction control, custom themes, and image swapping) and AdBlock VPN (bundled with Premium, providing encrypted browsing and privacy protection with AES-256 encryption). The ecosystem relies on customizable filter lists including EasyList, Acceptable Ads, and language-specific options to block ads, trackers, and malware while supporting a sustainable advertising ecosystem.
Differentiator
Problem solved
Functional benefit
Brands
- AdBlock Premium: Premium subscription service offering enhanced ad blocking, pop-up blocking, cookie banner blocking, distraction control, themes, image swap features, and VPN protection.
- AdBlock VPN
Products and services
- AdBlock (Core Browser Extension) Free browser extension for individual internet users that blocks ads, pop-ups, trackers, malware domains, and cryptocurrency mining scripts across Chrome, Firefox, Edge, Safari, iOS, and Android using rule-based filter lists.
- AdBlock Premium Premium subscription ($4/month or $40/year) for individual users that adds enhanced ad blocking, cookie banner blocking, distraction control (autoplay videos, pop-ups, notification requests), dark mode, themes, image swap customization, and bundled VPN access.
- AdBlock VPN Virtual private network service for individual users providing AES-256 encryption, unlimited bandwidth, no-log policy, IP masking, anonymous browsing, and public Wi-Fi protection on up to 6 simultaneous devices across Windows, Mac, Android, and iOS.
Quantifiable outcome
- AdBlock blocks 213+ ads on just 3 websites within 5 minutes of installation
- +2 more outcomes
Companies that use AdBlock
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
AdBlock technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
AdBlock partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- IPVanishcoreIPVanish is the VPN infrastructure provider powering AdBlock VPN. AdBlock sends user internet traffic to IPVanish servers via an encrypted connection. IPVanish processes the IP address used to log on during sessions, hashing and anonymizing it. IPVanish also receives basic session usage data (session length, bytes sent/received, protocol) but receives no information about sites visited or traffic activity. IPVanish may use anonymized, aggregated data for service improvement. A written agreement is in place ensuring IPVanish treats personal information with the same level of care as AdBlock.
- Whalebone s.r.o.coreWhalebone s.r.o., an EU-based leader in DNS cybersecurity solutions, provides AdBlock's cloud DNS infrastructure. This infrastructure is used for DNS-based device-wide tracker blocking and ad blocking in AdBlock's iOS/MacOS app. A data processing agreement with Whalebone is in place in accordance with GDPR requirements.
- eyeo GmbH / Acceptable Ads Committeecoreeyeo GmbH created the Acceptable Ads program. In 2017, eyeo moved control of the Acceptable Ads program to an independent third-party review board. In 2021, AdBlock joined Adblock Plus (also owned by eyeo GmbH). The Acceptable Ads Committee (an independent US nonprofit) defines strict guidelines to identify non-intrusive ads. Publishers with more than 10 million monthly ad impressions pay a fee to eyeo to participate in the program.
Scale indicators5 records
Recent moves1 record
Expansion highlights4 records
AdBlock competitors and assessment
Company assessmentDirect peers
- Ghostery: Privacy-focused browser extension centered on tracker blocking and ad blocking, with a freemium model. Direct competitor for privacy-conscious users.
- AdGuard: Cross-platform ad and tracker blocker with freemium Premium, DNS-level blocking, and a bundled VPN. Closest comparable to AdBlock in product breadth and business model.
- Disconnect: Tracker-blocking and VPN product targeting consumers who want privacy protection across browsers and devices. Overlaps with AdBlock on Premium and VPN bundle.
- Adblock Plus: Sister product under the same parent eyeo GmbH. Offers an essentially overlapping browser extension for ad blocking, tracker blocking, and Acceptable Ads, with comparable cross-browser support and freemium monetization.
- 1Blocker: Premium content blocker for iOS and macOS Safari that combines ad, tracker, and cookie-banner blocking. Closest comparable to AdBlock's iOS/Safari experience.
- uBlock Origin: Lightweight, open-source content blocker widely regarded as the strictest mainstream ad blocker. It is the most direct functional alternative to AdBlock on Chrome and Firefox but is free-only with no Premium/VPN bundle.
- Privacy Badger: EFF-built extension focused on blocking third-party trackers using behavioral heuristics. Competes for the same privacy-conscious user base as AdBlock.
Emerging players
- Brave Browser: Privacy-focused browser with built-in Shields that block ads and trackers by default, plus a bundled VPN/firewall product. Increasingly competes with AdBlock as privacy blocking moves browser-native.
- Total Adblock: Consumer-focused ad blocker sold via paid subscription often bundled with antivirus suites. Competes head-to-head with AdBlock Premium on paid tier.
- DuckDuckGo Privacy Essentials: DuckDuckGo's browser extension and mobile browser provide tracker blocking and cookie pop-up management, directly competing with several of AdBlock Premium's key features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AdBlock social profiles
Digital presenceAdBlock financial estimates
Financial estimateRevenue estimate
Valuation estimate
AdBlock leadership team
Management profileNumber of profiles
Profiles13 records
AdBlock funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AdBlock M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about AdBlock
What does AdBlock do?
AdBlock provides a free browser extension that blocks online advertisements, pop-ups, third-party trackers, malware domains, and cryptocurrency mining scripts across Chrome, Firefox, Edge, Safari, iOS, and Android. The product relies on rule-based filter lists (EasyList, EasyPrivacy, Acceptable Ads) and is fully compatible with Chrome's Manifest V3 framework. A paid Premium subscription layers on cookie banner blocking, distraction control, themes, image swapping, and a bundled VPN service.
Is AdBlock a public or private company?
AdBlock is a private company. It is classified as corporate owned and is currently operating.
When was AdBlock founded?
AdBlock was founded in 2009. It employs 1 to 10 people.
Where is AdBlock based?
AdBlock is headquartered in San Francisco, United States, in the North America region.
How does AdBlock make money?
Four revenue lines are on record. Freemium Core Product is the primary driver. The others are adBlock Premium Subscription, acceptable Ads Program and adBlock VPN Subscription.
Who are AdBlock's main competitors?
Direct peers on record are Ghostery, AdGuard, Disconnect, Adblock Plus, 1Blocker, uBlock Origin and Privacy Badger. Emerging players are Brave Browser, Total Adblock and DuckDuckGo Privacy Essentials.
Does AdBlock have an API?
No public API is recorded for AdBlock.
What industry is AdBlock in?
AdBlock's product category is Browser-based ad blocking software. Its primary akta.pro industry code is HDADALAH, Web & Mobile Abuse (Scraping, Scalping, Inventory Hoarding), with a secondary code of BPAMALAN, Brand Safety, Fraud Detection & Ad Verification.