Numbers talk

The 2026 FIFA World Cup introduced mandatory hydration breaks — which turned out to be more of ad breaks. So how much does Messi’s sip cost?

As bad as ads are, at least you are aware of them. Trackers, on the other hand, are invisible and follow you everywhere. How much of your traffic is actually taken away by tracking?

Ads don't just get on your nerves, they also have a tangible negative effect on your browsing: they eat up traffic and take time to load. AdGuard conducted a study to put this effect in numbers.

As bad as ads are, every ad brings along a tracking script. This is AdGuard's traditional ad tracker report, where we look into how many ad trackers there are in different countries' traffic.

Traditionally, at the end of the year we take a look at the state of ad trackers around the world. This article teases the big one that will soon follow with more insights and interactive maps.

Why do people use ad blockers? To block ads, of course! However, increasingly, they are also seen as tools to protect privacy.

We're releasing the second report on the state of ad trackers — ads and trackers — around the world. Find your country and see how much traffic is consumed by ads at the place where you live.

It seems like ads are everywhere, but is it really so? Find out in our new report how the share of ads and trackers varies around the world, how much traffic they eat up on average, and what the situation is like in your country.