Anti-adblocking refers to technology or efforts to limit revenue losses or page functioning problems caused by adblock technology. Anti-adblock approaches can involve whitelisting engagement, ad reinsertion, ad-lite experiences, ad-free passes or other value exchanges to help publishers support continued quality content creation, servers, staff, etc. The use of “anti” can be misleading, since some publishers are comfortable providing an ad-free environment, if the visitor is willing to agree to an equitable exchange of value. Anti-adblock has been used synonymously with adblock recovery, as well as terms like "block adblock" or "adblock killer".