Ad trackers now account for over 10 percent of global internet traffic
Posted: 02 Apr 2026, 14:00
From Betanews!
https://betanews.com/article/ad-trackers-now-account-for-over-10-percent-of-global-internet-traffic/
AdGuard has released its latest Ad Trackers Report, an annual look at how advertising and tracking systems affect internet traffic worldwide. The report shows that ad trackers accounted for 10.22 percent of global internet traffic in 2025, marking a clear increase compared to the 7.84 percent recorded in 2024.
The figures reflect what the company describes as "raw requests", meaning the initial connections made when a page loads. These requests are often invisible to users but are triggered alongside normal website content.
SEE ALSO: The rise of AI search is creating 'invisible visits' across the web
A single ad-related request can also trigger additional background calls to other services. AdGuard estimates that blocking one primary request prevents an average of 4.17 additional requests from taking place, showing how quickly traffic can multiply behind the scenes.
North and Central America recorded widespread increases across most countries included in the dataset. The United States rose from 6.61 percent to 10.25 percent, while Mexico climbed from 7.49 percent to 11.61 percent during the same period.
South America showed similarly steady growth, with several countries moving from mid-single-digit levels into double digits. Peru increased from 6.60 percent to 12.51 percent, while Colombia and Ecuador also recorded jumps into the 11 percent range.
Europe presented a more uneven pattern, with faster growth concentrated in Eastern and Southeastern countries. Belarus rose from 7.61 percent to 13.20 percent, while Greece and Serbia also moved into double-digit levels.
Western and Northern Europe showed slower changes overall. Countries including Spain, Italy, and France recorded moderate increases, while Germany and the Netherlands continued to post lower figures compared to much of Eastern Europe.
Asia displayed mixed results depending on location. Countries such as the United Arab Emirates and Saudi Arabia crossed into double digits, while India saw a slight drop from 12.48 percent to 11.12 percent despite remaining at relatively high levels.
Africa recorded some of the biggest increases overall. South Africa rose from 7.80 percent to 13.69 percent, with Nigeria, Egypt, and Morocco also entering double-digit territory.
Across all regions, the report shows a consistent upward trend rather than isolated spikes.
You can view the full report here.
https://betanews.com/article/ad-trackers-now-account-for-over-10-percent-of-global-internet-traffic/
AdGuard has released its latest Ad Trackers Report, an annual look at how advertising and tracking systems affect internet traffic worldwide. The report shows that ad trackers accounted for 10.22 percent of global internet traffic in 2025, marking a clear increase compared to the 7.84 percent recorded in 2024.
The figures reflect what the company describes as "raw requests", meaning the initial connections made when a page loads. These requests are often invisible to users but are triggered alongside normal website content.
SEE ALSO: The rise of AI search is creating 'invisible visits' across the web
A single ad-related request can also trigger additional background calls to other services. AdGuard estimates that blocking one primary request prevents an average of 4.17 additional requests from taking place, showing how quickly traffic can multiply behind the scenes.
North and Central America recorded widespread increases across most countries included in the dataset. The United States rose from 6.61 percent to 10.25 percent, while Mexico climbed from 7.49 percent to 11.61 percent during the same period.
South America showed similarly steady growth, with several countries moving from mid-single-digit levels into double digits. Peru increased from 6.60 percent to 12.51 percent, while Colombia and Ecuador also recorded jumps into the 11 percent range.
Europe presented a more uneven pattern, with faster growth concentrated in Eastern and Southeastern countries. Belarus rose from 7.61 percent to 13.20 percent, while Greece and Serbia also moved into double-digit levels.
Western and Northern Europe showed slower changes overall. Countries including Spain, Italy, and France recorded moderate increases, while Germany and the Netherlands continued to post lower figures compared to much of Eastern Europe.
Asia displayed mixed results depending on location. Countries such as the United Arab Emirates and Saudi Arabia crossed into double digits, while India saw a slight drop from 12.48 percent to 11.12 percent despite remaining at relatively high levels.
Africa recorded some of the biggest increases overall. South Africa rose from 7.80 percent to 13.69 percent, with Nigeria, Egypt, and Morocco also entering double-digit territory.
Across all regions, the report shows a consistent upward trend rather than isolated spikes.
You can view the full report here.
