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Yup. The ads are removed on your client, not on their server, so advertisers end up paying for impressions that you never see (if they're paying for impressions).

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How do you know? Usually Ad-blockers replace the ads, so the server doesn't deliver the ads.

What do you mean? To my understanding, the ads are removed from the HTML before/during rendering. Unless that ads are on an external server and a request hasn't been made before the ad is removed from the page, a request should be registered and an ad subsequently served.

yes the ads are removed _before_ rendering, and the ad is never delivered.

So if this is true, seems like a pretty significant detail for online advertisers - ad rate inflation.

Alternatively, seems like this could be a problem to solve for a startup - reliable ad delivery.

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