Are we approaching peak ad blocking?

By AdNews | 13 August 2014

Ever wondered how much online ad blocking is actually costing the advertising industry?

The team at NeoMam Studios have crunched the numbers and come up with a figure on the proprtion of web users that have downloaded and use ad block software when surfing the internet. They reckon its 22%, with the number of ads blocked online expected to grow to 30% by 2018.

Industry suggests the figure is far lower, at around 5-10%. But that conservative estimate means publishers, most of whom could do with a few more bucks, are missing out to the tune of $6bn-$12bn a year.

Check out the info-graphic below to see the reason why people would want to block ads online below.

One interpretation of the data might be that, even though 68% are against targeted advertising because of fears over user tracking, most of those people haven't downloaded an ad blocker. Inherent apathy?

Equally, only 9% of people would pay for content in return for no advertising. Some 75% say they would prefer a free ad-funded internet. That could suggest we are approaching peak ad-block.

How Adblock Could Destroy The Web As We Know It
How Adblock Could Destroy The Web As We Know It [Infographic] by the team at Quality Nonsense Ltd

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Need a job? Visit Need a job?

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus