By 2025, ad trackers will be 10.22 percent of global Internet traffican increase of 7.84 percent in 2024, according to AdGuard’s annual Ad Trackers report. These numbers represent raw requests, which are the initial background connections that are triggered when a page loads.
These are separate from the content visible to users. AdGuard estimates that blocking a single major request related to an ad can prevent an average of 4.17 Additional Background Requests. This highlights how quickly tracker-related traffic can grow after a single page load.
Regional trends in ad tracking traffic
North and Central America saw increases in most countries covered by the data set. United States arose from 6.61 percent to 10.25 percent, while Mexico increased from 7.49 percent to 11.61 percent.
South America experienced steady growth, with several countries moving from mid-single-digit to double-digit percentages. Peru grew from 6.60 percent to 12.51 percent, and Colombia and Ecuador also reached more than 10 percent.
Europe showed an uneven pattern. Eastern and southeastern countries experienced faster growth, with Belarus increasing fFrom 7.61 percent to 13.20 percent.and Greece and Serbia also recorded double-digit figures. Western and northern Europe showed slower growth overall, with Germany and the Netherlands recording lower numbers compared to much of Eastern Europe. Countries such as Spain, Italy and France experienced moderate increases.
Asia had mixed results. The United Arab Emirates and Saudi Arabia recorded double-digit figures, while India declined slightly from 12.48 percent to 11.12 percent, remaining among the highest volume markets.
Africa recorded some of the largest increases. South Africa rose from 7.80 percent to 13.69 percentwhile Nigeria, Egypt and Morocco also entered double-digit territory.
What AdGuard data shows for 2025
AdGuard describes the pattern seen across various regions as a steady increase rather than isolated spikes in specific markets. The report does not clarify what caused the increase, and AdGuard has not identified which ad networks or tracking systems are responsible for most of the growth.
The full report is available at AdGuard website.
