This 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            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.

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