Plugin on website:
Adblock Plus acts as a great tools for end user; as they block pop-ups, third party ads on website or on the Facebook page. It primarily checks for the url and the source of the same. Any URL that is not a part of the main domain are blocked. Also it checks for the scripts that are loaded as a result you would have noticed; display, text ads would not be fetched on a webpage where the plugin is enabled.
This has been proved beneficial for user experience; as they are not distracted from the main website. However on the contrary for publishers of website it depletes the revenue from the ads. There is simple calculation to this if no. of visitors on website are more and there are more ads displayed, publisher earns more from the site. Lets take a scenario that out of 100% visitors on the website, 60% – 80% users are accessing website with the blocker plugin enabled, in that case the revenue earned on daily basis is reduced by 60-80%.
Lately many ad network started providing a different URL schema which could bypass the Adblock Plus Plugin.
data:text/html;base64,PGh0bWw+PGJvZHk+PHNjcmlwdDk2SWpRaUxDSndZV2RsWDNWeWJDSTZJb
WgwZEhBNkx5OTFjR3h2WVdSbFpDNXVaWFF2Wm1sc1PC9ib2R5PjwvaHRtbD4=
This is basically hiding HTML Using Data URIs and base64.