In the latest episode of “Behind the Numbers,” we dig into ad blocking—how many people in the US are using ad blocking software, how much the activity is likely to grow and what it means for publishers and advertisers.
What’s behind the recent increases in ad blocking? eMarketer analyst Lauren Fisher cites a mix of factors, from consumer concerns about privacy to advertisers and publishers cramming too many ads and too much code into individual pages. But another factor is simply that the public has become more aware of ad blocking. “Ad blocking gained a lot of notoriety last year,” she said. And that led users to try it out themselves.