It's not a mystery why YouTube is considering offering an ad-free version of its site to paying subscribers. Thanks to ad blocking software, there already are millions of potential viewers who pay nothing for an ad-free experience, and it makes sense to test whether these digital freeloaders would be willing to pay if they had a subscription-based option.
Ad blocking is a growing concern in advertising—right up there with viewability, fraud and piracy. The number of people using ad-blocking software, including Adblock Plus, AdGuard and uBlock, is rising.
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