The Rise of Ad Blocking Is Changing Digital Marketing (Report)
A report from eMarketer predicts that the use of ad blocking software will increase to double digits this year.
The marketing industry often works toward incremental change in search of greater profits. For example, spending millions fighting for a slightly higher percentage of engagement or increased ROI. However, there’s a challenge to marketers that is costing marketers billions: ad blocking. New data from eMarketer predicts that ad blocking will only become an ever larger obstacle for marketers.
As of 2014, more than 15 percent of internet users in the U.S. were using ad-blocking software. This year, that number is expected to climb above 26 percent, and by 2017, almost a third of all internet users will be using some form of ad blocker.
According to eMarketer senior analyst Paul Verna, the industry needs to take action to address this growing trend:
Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in