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Impact of Ad Blockers on Mutiny
Impact of Ad Blockers on Mutiny

Overview of how Mutiny interacts with ad blockers and what you can do to minimize the impact.

Updated over a week ago

This article highlights:

  • How ad blockers might impact your personalized experiences

  • A potential strategy that may help mitigate the impact of ad blockers

How ad blockers interact with Mutiny

If a visitor to your site has an ad blocking service or browser extension enabled, it is possible that Mutiny is listed under the block list for this ad blocker. Certain ad blocking extensions (like uBlock Origin) have been known to block Mutiny from loading on the page. When Mutiny does not load on the page, no personalization loads and no visitor data is tracked. Not all ad blockers will prevent Mutiny from loading.

Note: This is true for any client-side website technology, including any optimization or analytics platforms.

What this means for inbound personalization

If an ad blocker prevents Mutiny from loading on your website, blog or landing pages, the visitor simply sees the default version of your website. What this means is slightly lower personalization coverage. All in all, this is a pretty low risk.

What this means for outbound personalization

While the same impact to inbound personalization is true for outbound, the stakes are slightly higher as you are promising a personalized page to your prospects. Most of the time ad blockers do not cause a significant issue, but depending on the segment you are outbounding, you may find that more of your prospects use strict ad blockers.

The best way to get a sense for if this is a big concern for your prospects or not is to compare the clicks reported from your email marketing platform to the page views reported in your Mutiny campaign dashboard. You will also most likely get feedback from the recipients if they have an issue seeing their custom content.

What you can do if ad blockers prevent prospects from viewing outbound pages

Make sure your default page is personalized on a 1:many level, and use Mutiny to layer in the 1:1

As much as possible, build 1:many personalized messaging into the default page content. For example, maybe you have a different page built for each vertical that highlights specific use cases, customer testimonials, and relevant value props. Use Mutiny to add in their first name, title, and company name. By structuring your campaigns this way, if ad blockers prevent the 1:1 personalization from loading, the fallback is 1:many personalization.

Ask users to disable their ad-blocking service

Unfortunately, at the moment there isn't a way around this: if your visitors have ad-blocking services enabled, they would have to manually remove Mutiny from the blacklist in their ad blocking extensions or disable the ad-block service in their browser.

If you find many of your prospects use ad blockers, you might consider adding a banner or modal to your site to encourage visitors to disable their ad blockers in order to provide a more personalized experience.


  • Not all ad blockers blacklist Mutiny.

  • If Mutiny is on a visitor's ad block blacklist, no experiences run. Mutiny doesn't even load on the page and no visitor data is captured.

  • There is no way to know if a visitor is using an ad block service from Mutiny's end, because the ad block service would block all Mutiny functionality.

  • It's the user's choice to block ads, and it's all handled on the client side. Right now, ad block users are a pretty small percentage of the overall web browsing population.

  • All optimization, testing, and analytics platforms that run client-side on a website will have similar issues.

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