Ever since people have started to make money on the internet, the industry has turned into a vicious circle. Some people pay to have their ads on certain web pages, others pay to get the ads off certain web pages. It seems that somewhere in the middle publishers fall as victims. Ad blocking is costing web publishers millions and will continue to do so in the following years.
Ad-blocking services save web users precious time, nerves and frustration but they are nevertheless a financial drain on publishing companies. The use of ad-blockers, estimated at 41% globally in the last year, has taken away $21,8 billion in advertising revenue this year only, as reports from PageFair and Adobe have stated. 198 million monthly active users are running major browser ad-blocking extensions.
Oregon is the highest ad-blocking rate in the US, with 45 million individuals who use ad blocking software. At the other end, Washington has ad-blocking users in a smaller percentage, with only 8, 2% of users reportedly using blocking services.
Europeans use ad-blocks as well and numbers are growing. For the time being, 35% of users relate to the software, increasing to 77 million monthly active users in the second part of 2015. Greeks are extremely reluctant when it comes to online ads, they are on top of the list of ad-block users while Slovakia is highly permissive in regards to online ads.
Consumers have become accustomed with the idea of blocking online ads but they are completely unaware of the fact that this practice could hurt websites which rely on ad revenue. Ad blocking is costing publishers millions already and the news are alarming, as the increasing number of ads seriously hurts users’ adherence to certain platforms.
Free content on the internet thus receives important threats, as consumers can install extensions on web browsers such as Google Chrome, which are designed to block the majority of ads. A similar tool will probably become available for Apple as well, along with the release of the new iOS operating system, later this year.
Reports delivered for the US market stated that blocked ads resulted in $5.8 billion in losses and are estimated to cost $10,7 billion this year.
Ad blocking moves on to mobile devices as well and it could soon become a mass phenomenon. Apple revealed that for its new mobile operating system, namely iOS9, app makers will be allowed to develop ad blocking software, both for iPhone and iPads.
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