Decoding The Adblocking Threat Key Players, End Games And Implications

The 20,000 Foot View

The desktop right now is undoubtedly where there is the most lost ad revenue due to adblocking. Adblocking on mobile may currently be smaller but this should not be an excuse for complacency and allowing the problem to acquire desktop adblocking proportions before serious notice is taken. Mobile adblocking is evolving fast and recent developments suggest that its not-so-distant implications will not only impact publishers’ revenues, but will also drive farther reaching disruption. Adblocker impact will be as diverse as it is disruptive, ranging from putting the Chrome mobile browser at risk through to telcos adopting an advertising gatekeeper role as they smarten up their pipes.

Key Findings

• Though vast            of adblocking takes place on            the threat of mobile adblocking            be ignored
• The sum            recent events in Mobile adblocking            increases the size of addressable            and will speed up penetration
• The share            mobile page views accounted for            browsers that support adblockers increased                       to            between July 2015 and            2016
• Eyeo’s Acceptable            initiative will unify adblockers and            the potential to effectively become            new digital advertising standard watchdog
• Only between                       of adblocking users change the            settings of their adblockers
• Between            and            adblocking users whitelist ads
           will have continue to boost adblocking adoption as Apple consumers continue to upgrade to            devices
• Carrier level            will shortly be accessible to            users in UK, Italy and            Carribean, with a high probability            more to follow
• Increased media            of adblocking is harming publishers            improving adblocker market awareness

Companies mentioned in this report: Adblock, Adobe, Alibaba, Android, Apple, Chrome, Crystal, Digicel, Eyeo, Ghostery, GlobalWebIndex, Global Stats Counter, Google, IEMobile, Microsoft, Microsoft Edge Opera, Outbrain, PageFair, Purify, Safari, Samsung, Shine Technologies, Taboola, Three Europe, UCWeb