Hinderads

Hinderads is a term used in some discussions of digital advertising to describe ad experiences that hinder rather than aid the user’s progression through content. It is not part of formal advertising taxonomy, and its usage varies by community.

Definition and scope: A hinderad refers to intrusive or obstructive ad formats that impede access to content, slow page performance, or force user actions beyond simply viewing an advertisement. Common forms cited as hinderads include interstitials that cover the page, overlays that must be dismissed, auto-playing video with sound, and persistent banners that obscure content as the user scrolls.

Origins and discourse: The term arose in UX and ad-ethics discussions in the early 2020s; it is used primarily by researchers, privacy advocates, and some marketers to critique ad experiences that degrade usability. Because there is no standard taxonomy, some use hinderads to describe any ad experience perceived as disruptive, while others reserve it for formats that demonstrably harm performance metrics.

Impact and policy: Critics argue hinderads erode trust and can reduce engagement, prompting calls for better ad standards and stronger enforcement by platforms. Some jurisdictions consider transparency requirements and opt-out mechanisms to mitigate effects.

Examples: In practice, a hinderad might be a full-screen interstitial with a countdown, a forced video ad with sound, or a sticky banner that significantly limits reading space on mobile devices.

See also: intrusive advertising, ad blocking, user experience.