Ad Blocking
Reports
Demanding a Better Ad Experience
A quarter of US internet users block ads this year, as they demand more relevant, less intrusive messaging to support their media consumption.
View this ReportForecasts
Interviews
Marketers' Roundtable: What’s Next for Ad Blocking in the UK?
Industry experts weigh in on the magnitude of ad blocking, whether technology can solve the problem and the effects of GDPR.
Chase Buckle
Senior Trend Analyst
GlobalWebIndex (GWI)
Charts
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Ad Blocking User Penetration in Germany, by Device, 2015-2019 (% of internet users)
UK Ad Blocking User Penetration, by Device, 2015-2019 (% of internet users)
UK Ad Blocking Users and Penetration, 2015-2019 (millions and % of internet users)
Ad Blocking Users and Penetration in Germany, 2015-2019 (millions and % of internet users)
Ad Blocking Users and Penetration in France, 2015-2019 (millions and % of internet users)
More On: Ad Blocking
See AllCan Marketers Overcome Ad Blocking in the US?
Jan 03, 2019
Consumers are fed up with digital ads. Even though ad blocking has faded out of the headlines, usage rates are still significant as a result of bad advertising experiences across the board. Now the advertising industry has to earn consumers' trust back. We talked to publishers and ad tech execs about how they are looking to improve digital ads and reduce ad blocking use.
Here’s How Brands like KFC Are Combating Ad Blockers
Dec 27, 2018
For KFC, acknowledging the distracting nature of digital ads and making the experience more enjoyable is key. "That may manifest itself in an 8-hour interactive live stream of a room full of kittens playing with a Colonel-shaped cat climber," said Steve Kelly, director of media and digital at the fast-food chain.
Five Charts: Why Users Are Fed Up with Digital Ads
Oct 16, 2018
Invasive and retargeted ads are turning some people to ad blocking. Surveys indicate that users are increasingly finding digital ads to be too intrusive.
Advertisers Get Annoyed By Ads Too
Sep 14, 2018
Ad professionals block ads at similar rates to the rest of the population.
In Germany, Use of Ad Blockers Driven by Security, Privacy Concerns
Sep 07, 2018
In 2018, an estimated 21.4 million web users in Germany will block ads on a digital device at least monthly—equivalent to 32.0% of internet users and 26.2% of the population.
In France, Digital Ads Are Often Viewed as Intrusive and Irrelevant
Sep 06, 2018
eMarketer estimates that the number of people in France using ad blocking software or tools at least once per month reached 14.1 million in 2017, and will pass 16 million in 2019.
In the UK, Publishers and Marketers See Ad Blocking as a ‘New Normal’
Sep 05, 2018
We estimate that 22.0% of UK internet users will use ad blocking tools this year, compared with 28.7% in France, 32.0% in Germany and 25.2% in the US. Growth in user numbers will slow to single digits for the first time.
What Publishers Have to Do to Beat the Ad Blockers
Aug 30, 2018
Rune Werliin, vice president of marketing and professional services at AudienceProject, talks about what publishers can do to persuade ad blocker users to switch off their software.
How Dennis Publishing Takes a Stance Against Ad Blockers Without Turning Off Users
Aug 30, 2018
Nick Flood, deputy managing director of digital at Dennis Publishing, talks about how communicating with consumers can combat ad blocking.
What Will Solve Germany's Big Ad Blocking Problem?
Aug 30, 2018
Patrick Edlefsen, managing director of D/A/CH at Sizmek, talks about how brands and publishers are upping their game in response to increasing ad blocking in Germany.
More than One-Third of US Millennial Internet Users Block Ads, 2018 & 2020 (% of internet users)
Aug 15, 2018
