Author: Zhaowen Wu


Co Author: Michael Goodman


Publication Date: Apr 13 2016


Pages: 15


Report Type: Report, Word



 TV & Media

Ad Blocking: Growing Adoption Jeopardizes Digital Ad Revenues




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Report Summary:

Increasingly, brand control is in the hands of consumers. They are unsubscribing from emails, skipping commercials, screening telemarketing calls, and probably the most troubling to the ad industry, blocking online ads. In response, publishers are experimenting with different ideas to counter this trend. Popular strategies include denying content to ad block users, leading ad block users to a subscription page, asking them to be whitelisted, or using alternative advertising techniques such as native advertising. This report examines the latest developments in ad blocking adoption, strategies to combat ad blocking and ad blocking’s potential impact on the digital ad industry.

Table of Contents

1.       Executive Summary 
2.       How Ad Blocking Works
3.       Why People Use Ad Blockers
4.       Ad Blocking Adoption is on Rise
5.       Publishers Fight Back
6.       Outlook  

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