Despite increasingly diversified revenue streams, advertising remains the primary supporter of the majority of websites run by news organisations around the world. In an effort to be more relevant, accountable and competitive, ads served on the desktop web have become increasingly bloated, slow to load, resource intense and packed with tracking software.
As a result, there is “significant consumer dissatisfaction with online advertising, expressed throughthe rapid take up of ad blockers,” according to the Reuters Institute for the Study of Journalism at the University of Oxford’s Digital News Report 2015. Another report, by Adobe and PageFair, found the use of ad blockers in the US has risen by 48 percent in the past year. And globally, ad blocking is used by more than 200 million users.
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