Dustin Cha @DustinCha_
Co-founder and Co-CEO of Ad-Shield — measuring and monetizing dark traffic for publishers. ad-shield.io Joined November 2025-
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90s adtech flashback... The first adblocker was released in 1996. It took nearly 20 years before they crossed over into mainstream consumer usage and blew up as the "adblockalypse" crisis of 2015. Now its 30 years later. And they have crossed over again. This time into business usage through corporate networks, public WiFi, VPNs, enterprise browsers, and extensions. Much of this new generation of adblocking is hidden from publishers because it blocks analytics scripts in addition to ads. Dark traffic.
Penske Media Illuminates Dark Traffic To Find New Revenue adexchanger.com/publishers/pen…
@DCNorg @jason_kint would DCN be interested in workshops or educational content on dark traffic? That we can help with. It's caused by a new generation of adblockers, that's flown under the radar
@MarkStenberg3 @michaelmiraflor @DylanAbruscato Mark… we are very thankful for the great reporting both you and your peers at other ad trade journals like Digiday and AdExchanger have done to cover this critical topic over the past couple of years.
@RioLongacre @AdtechGod "I help founders waste time looking at unhelpful DMs"
We've been witnessing publishers making a HUGE push to restore the hidden part of their audience — dark traffic. This need has been spurred by referral traffic declines caused by AI and social platforms. Penske Media has been a fantastic partner to work with on this 👇 adexchanger.com/publishers/pen…
Mass IT-level adblocking is flying under the radar. Recently hit 10% of total internet users.
There's been a fundamental shift in the adblocking ecosystem. 976M are hidden from publisher measurement and monetization. Equal to 18% of all internet users. Highlights from my appearance on the 𝘞𝘦𝘣 𝘞𝘪𝘵𝘩𝘰𝘶𝘵 𝘞𝘢𝘭𝘭𝘴 podcast.
@AdtechGod @OmnicomMediaGrp "ad avoidance is rising" In a poll on adblock reddit, 73.4% said they muted TV ads. Includes streaming.
@AtwoodIan32412 Gonna be eons before this gets tested in court. In the mean time…
That's wild via Digiday: digiday.com/media/media-br…
Great to see this positive publisher news from The Guardian US @elevin11 another sign the beginning of the quality era has arrived? Article 👉adexchanger.com/publishers/hig…
@HatesAdtech Yeah wild. The Cable Comms Act 1984 made it illegal to modify cable signal so you could watch it for free. Meanwhile for the internet… rip out ads and bypass paywalls? “Sure knock yourselves out folks…”
@aripap @HatesAdtech It's still ongoing in Germany.... theregister.com/2025/08/15/ger…
@EricTilbury_RTB Do you think its viable to automate surfacing this information into existing workflows? So it can't be forgotten or missed.
A fun thought experiment... if Google were to carve out its adblocking revenue as a separate business, it would be one of the largest adtech companies This is true for much of what they do just cos the numbers are so large. But, the difference here is how insulated they are from adblocking compared to everybody else.
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