In 2025, ad trackers made up 10.22 percent of global internet traffic, an increase from 7.84 percent in 2024, according to AdGuard’s annual Ad Trackers Report. These figures represent raw requests, which are the initial background connections activated when a page loads.
These are separate from the content visible to users. AdGuard estimates that blocking a single primary ad-related request can prevent an average of 4.17 additional background requests. This highlights how quickly tracker-related traffic can grow behind a single page load.
Regional Trends in Ad Tracker Traffic
North and Central America saw increases in most countries covered by the dataset. The United States rose 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 percentages into double digits. Peru grew from 6.60 percent to 12.51 percent, and Colombia and Ecuador also reached above 10 percent.
Europe showed an uneven pattern. Eastern and Southeastern countries saw faster growth, with Belarus increasing from 7.61 percent to 13.20 percent, and Greece and Serbia also entering double digits. Western and Northern Europe showed slower growth overall, with Germany and the Netherlands posting lower figures compared to much of Eastern Europe. Countries like Spain, Italy, and France experienced moderate increases.
Asia delivered mixed results. The United Arab Emirates and Saudi Arabia entered double digits, while India declined slightly from 12.48 percent to 11.12 percent, remaining among the higher-volume markets.
Africa recorded some of the largest increases. South Africa rose from 7.80 percent to 13.69 percent, while Nigeria, Egypt, and Morocco also entered double-digit territory.
What AdGuard’s 2025 Data Shows
AdGuard describes the pattern observed across various regions as a steady increase rather than isolated spikes in specific markets. The report does not clarify what caused the rise, and AdGuard has not pinpointed which ad networks or tracking systems are responsible for most of the growth.
The full report is available on AdGuard’s website.
