The rise of ad blockers is set to continue to such an extent that it will cost media owners in the U.S. $12.1bn in lost display ad revenues, with Optimal.com forecasting this amounts to a 23.8 per cent impact on earlier forecast earnings.
According to Optimal.com’s ad blocker tracking data, 11.7 per cent of online display ad impressions were blocked in 2015 in the U.S., with the company using this data plus details extrapolated from a consumer survey by Wells Fargo Security to forecast that further forecast that display ad revenues for U.S. media owners will amount to $38.8bn, instead of the earlier forecast $50bn.
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