The fact that most major publishers aren't directly addressing ad blocking comes as a bit of a surprise, with the debate around the technology and its impact on advertisers and publishers alike growing heated in recent months.
“Ad blocking is a growing concern, a major topic of discussion and a financial headache for publishers,” Jerrid Grimm, co-founder at Pressboard, told Marketing Dive about the findings. “Yet surprisingly, only a tiny minority (3.2%) of the top 250 North American publishers are taking any action to stop their ad block-using visitors. Is this just the beginning, will we see an increasing number of publishers limit access to their content, or will the few publishers that are blocking the ad blockers now give up the fight?”
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