Decoding The Adblocking Consumer Digital Advertising’s P2P Moment

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XXX 20,000 Foot View

XXX is the second report in the MIDiA Adblocking report series. Adblocking is gaining consumer momentum in terms of both awareness and adoption, which is in turn testing the effectiveness of publishers’ responses. Many of the tactics deployed help slow some of the short-term revenue loss, but do little to address the longer-term situation. Adblockers have already established too strong a presence to simply be eradicated by publishers, much in the same way that record labels and TV studios were never going to be able to wipe out piracy even though they hoped to do so. In fact, adblocking is the ad industry’s XXX moment. Uptake will only grow, driven by consumers’ natural affinity for free(er) content. Publishers must seek innovative ways to redefine their relationship with consumers, which includes reinventing added value for the ad content they currently serve.

XXX Findings

• XXX XXX of consumers are aware of adblocking
• XXX of consumers block online ads on desktop and XXX on smartphones
• XXX of those who are aware of adblocking, block ads on desktop and XXX on smartphones
• XXX of desktop adblocker users and XXX of smartphone adblocker users state they will always block ads
• XXX of desktop adblocker users block ads to improve their browsing experience 
• XXX of desktop adblocker users block ads to save data costs, improve loading times and/or protect privacy
• XXX adblocking adoption is relatively even across mobile platforms with a slight lead of Android users XXX compared to XXX for iOS
• XXX of desktop and XXX of mobile adblocker users would switch to a mobile operator that blocks ads across its network 
• XXX of desktop and XXX of mobile adblocking users would switch off their adblockers if a site would otherwise block their access
• XXX XXX of desktop and XXX of mobile adblocker users would conversely stop visiting a site that blocked their access due to adblocking
• XXX moral challenges, it can make commercial sense for publishers to join adblockers’ monetization programmes 
• XXX and advertisers must reinvent added value for digital ads

XXX mentioned in this report: Android, Apple, Bild, Dicigel, Eyeo, Google, iOS, Opera, Shine Technologies, Taboola, Three Europe, Three Italy, Washington Post, Wired, YouTube