As more consumers install ad blocking software, we examine how it works, why it’s increasing in popularity and what publishers can do to minimize its impact on their revenues.
According to the IAB study, Ad Blocking: Who Blocks Ads, Why and How to Win Them Back, 26 percent of users block ads on a computer, while 15 percent of respondents block ads on their mobile phones. In both cases these users are typically males between the ages of 18 and 34.
The actions of these consumers may have a long-term effect on the publishers and advertisers in digital media. Jupiter Research suggests ad blocking could cost publishers $27 billion in revenue by 2020.
In the latest infographic from our Guide to Media Transparency, we take a look at what ad blocking is, why users are installing the software and how the industry can overcome ad blocking challenges.
As part of our Guide to Media Transparency, we’ve posted a series of infographics with key takeaways from the white papers and interviews to give you visually appealing, shareable information. Check out some of the other infographics in the series:
- 10 Steps to Improve Digital Media
- 3 Ways to Build Transparency into Programmatic Ad Buying
- How to Combat the High Cost of Ad Fraud
- Viewability by the Numbers