If you are reading this, then you are well aware that the increased use of ad blocking tools is impacting publisher revenue. While a publisher’s audience make-up, business model and reliance on mobile apps will impact the severity of this issue, there is no doubt that ad blocking is a concern for many publishers. Rather than spend pages writing about how we got here and debating the rights of the parties involved, we are going to cut to the chase:
It’s about choice.
Users can choose to install ad blocking technology that can entirely or significantly reduce ad exposure on desktop and mobile web experiences. More and more of them are doing so, which is reducing publisher revenues, especially for content focused publishers that rely on ad revenue to fund operations.
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