Spoiler alert: Ad blocking is a serious problem; it’s just a little unclear exactly how big of one.
Take Britain. If you look at the IAB’s figures, which it conducted with YouGov, 22 percent of U.K. adults are blocking ads. Wait a minute, market research company GlobalWebIndex says the figure is 37 percent. According to Pagefair and Adobe’s 2015 report, it was already at 20 percent in the second quarter last year. U.S. ad blocking firm Optimal puts U.K. ad-block rates at 16 percent.