Are VPN Ad-Blockers Worth It? A Skeptical Review of Proton VPN’s NetShield
VPN ad-blockers are a paid add-on bundled into some VPN plans, not a replacement for browser-based blockers. The pitch is simple: block ads and trackers before they load, across every app on the device. The reality is more limited and more situational.
This review uses Proton VPN’s NetShield as a case study and focuses on what a DNS-level blocker can and cannot do, what you give up for convenience, and who should (or should not) pay extra for it.
What “VPN Ad-Blocking” Actually Is (DNS Filtering)
A VPN ad-blocker works at the DNS (Domain Name System) layer. When your device asks “where is ads.example.com,” the VPN provider’s DNS resolves (or refuses to resolve) the request. If a domain is on the blocklist, the request never reaches the ad or tracker server.
That gives two practical benefits:
- It applies system-wide (apps, games, smart devices), not just inside a browser.
- It blocks some tracking before any data is downloaded.
But DNS filtering is blunt. It cannot remove ads that are served from the same domain as the content (think YouTube, Facebook, or in-app promos), and it cannot selectively block page elements the way a strong browser extension can.
Case Study: Proton VPN NetShield (Paid-Plan Feature)
Proton VPN includes NetShield in its paid plans as a DNS-based malware/ad/tracker blocker. The feature is simple: you select a protection level inside the app, and the VPN uses its blocklists when resolving DNS.
If you are choosing between providers, see our comparison: NordVPN vs ProtonVPN.
NetShield offers three levels:
- No blocking (standard VPN operation)
- Block malware only
- Block malware, ads, and trackers
That is the core trade-off: you get easy, system-wide filtering, but you lose the fine-grained control and cosmetic filtering that browser extensions provide.
What It Does Well
- System-wide coverage for apps and devices where browser extensions do not exist.
- Lower data waste by blocking known ad and tracker domains before download.
- Reduced passive tracking from large ad networks (when the trackers live on separate domains).
Where It Falls Short
- No cosmetic filtering: ads embedded in the same domain still show up.
- Breakage risk: some services rely on third-party domains for core functions.
- Limited control: you generally cannot whitelist per-site the way you can in uBlock Origin.
- Opaque blocklists: you depend on the provider’s list quality and update cadence.
Is It Worth Paying For as a Plan Add-On?
If you already want Proton VPN for other reasons, NetShield is a useful bonus. It adds broad, device-level filtering with almost no setup. If your priority is ad blocking in a web browser, a strong extension will usually outperform DNS filtering for free.
If streaming access is the main use case, compare providers here: Best VPN for Streaming TV Abroad.
Likely worth it
- You use a lot of mobile apps that embed trackers.
- You want a low-maintenance privacy layer across devices.
- You already planned to pay for the VPN and this is extra coverage.
Probably not worth it
- You mainly browse on desktop with a capable browser extension.
- You need fine-grained per-site controls and cosmetic filtering.
- You are sensitive to the occasional site breakage caused by DNS blocking.
Verdict
A VPN ad-blocker is a convenience feature, not a privacy silver bullet. As a paid plan add-on, NetShield can be a reasonable upgrade if you want system-wide filtering and already value Proton VPN for other reasons. If your goal is maximum ad removal in a browser, the free extension ecosystem still wins.
Disclosure: Some links on this page are affiliate links. If you purchase through them, we may earn a commission at no extra cost to you. This does not affect our evaluations.