AdBlockerUsers(Global)BI Intelligence

KEY POINTS

  • Ad blocking is already a common behavior among internet users. Digital publishers see between 5% to as many as 40% of their readers using ad-block software, according to a number of publishers that spoke with BI Intelligence. 
  • Ad-block usage rates vary greatly depending on content type and audience demographics. Publishers whose audience skews toward young males, such as video game sites, tend to see much higher ad-block usage compared with general news sites. 
  • Ad-block usage rates also vary by geography, but even in the US, where ad blocking has been slower to catch on, usage rates hover around 15%, according to PageFair data cited by Digiday. 
  • Ad blocking poses a major threat to digital media companies that depend on advertising for revenue. Google alone lost out on $6.6 billion in ad revenue globally last year, according to PageFair estimates. If ad blocking on mobile reaches desktop levels, US digital media companies could lose out on as much as $9.7 billion across digital ad formats next year, according to BI Intelligence estimates based on current usage rates.
  • Ad blocking may become even more common with the release of Apple's widely used desktop and mobile operating systems later this year. The operating systems will feature a framework that makes it significantly easier for developers to create ad-blocking software, particularly on mobile. This has stoked fears that ad-block usage will rise sharply among Apple users. 
  • Ad blockers typically use one of two methods to prevent ads from loading. In most cases, ad blockers prevent the loading of digital ads that are served by a list of known ad servers. Blocked ads typically include display, video, social, and search ad units that appear in web browsers. A less common tactic involves masking ads that have already been loaded. 
  • Apple's new framework differs from other ad-block software because it enables developers to use content-blocking tools already built into the Safari web browser to block ads, according to an analysis by AppleInsider. This means that developers will be able to create ad-block software that consumes less system resources, making the software easier to implement and run on mobile devices, thus [...]