Ad Blocking Whitelist Prediction for Online Publishers

Shuai Zhao, Achir Kalra, Chong Wang, Cristian Borcea, Yi Chen

Research output: Chapter in Book/Report/Conference proceedingConference contribution

3 Scopus citations


The fast increase in ad blocker usage results in large revenue loss for online publishers and advertisers. Many publishers initialize counter-ad-blocking strategies, where a user has to choose either whitelisting the publisher's web site in their ad blocker or leaving the site without accessing the content. This paper aims to predict the user whitelisting behavior, which can help online publishers to better assess users' interests and design corresponding strategies. We present several techniques for personalized whitelist prediction for a target user and a target web page. Our prediction models are evaluated on real-world data provided by a large online publisher, Forbes Media. The best prediction performance was achieved using the gradient boosting regression tree model, which also demonstrated robustness and efficiency.

Original languageEnglish (US)
Title of host publicationProceedings - 2019 IEEE International Conference on Big Data, Big Data 2019
EditorsChaitanya Baru, Jun Huan, Latifur Khan, Xiaohua Tony Hu, Ronay Ak, Yuanyuan Tian, Roger Barga, Carlo Zaniolo, Kisung Lee, Yanfang Fanny Ye
PublisherInstitute of Electrical and Electronics Engineers Inc.
Number of pages6
ISBN (Electronic)9781728108582
StatePublished - Dec 2019
Event2019 IEEE International Conference on Big Data, Big Data 2019 - Los Angeles, United States
Duration: Dec 9 2019Dec 12 2019

Publication series

NameProceedings - 2019 IEEE International Conference on Big Data, Big Data 2019


Conference2019 IEEE International Conference on Big Data, Big Data 2019
Country/TerritoryUnited States
CityLos Angeles

All Science Journal Classification (ASJC) codes

  • Artificial Intelligence
  • Computer Networks and Communications
  • Information Systems
  • Information Systems and Management


  • ad blocking
  • gradient boosting regression tree
  • online advertising
  • user behavior prediction


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