Decoding The Adblocking Threat Key Players, End Games And Implications
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The 20,000 Foot View
The desktop right now is undoubtedly where there is the most lost ad revenue due to adblocking. Adblocking on mobile may currently be smaller but this should not be an excuse for complacency and allowing the problem to acquire desktop adblocking proportions before serious notice is taken. Mobile adblocking is evolving fast and recent developments suggest that its not-so-distant implications will not only impact publishers’ revenues, but will also drive farther reaching disruption. Adblocker impact will be as diverse as it is disruptive, ranging from putting the Chrome mobile browser at risk through to telcos adopting an advertising gatekeeper role as they smarten up their pipes.
Key Findings
- Though vast of adblocking takes place on the threat of mobile adblocking be ignored
- The sum recent events in Mobile adblocking increases the size of addressable and will speed up penetration
- The share mobile page views accounted for browsers that support adblockers increased to between July 2015 and 2016
- Eyeo’s Acceptable initiative will unify adblockers and the potential to effectively become new digital advertising standard watchdog
- Only between of adblocking users change the settings of their adblockers
- Between and adblocking users whitelist ads will have continue to boost adblocking adoption as Apple consumers continue to upgrade to devices
- Carrier level will shortly be accessible to users in UK, Italy and Carribean, with a high probability more to follow
- Increased media of adblocking is harming publishers improving adblocker market awareness
Companies mentioned in this report: Adblock, Adobe, Alibaba, Android, Apple, Chrome, Crystal, Digicel, Eyeo, Ghostery, GlobalWebIndex, Global Stats Counter, Google, IEMobile, Microsoft, Microsoft Edge Opera, Outbrain, PageFair, Purify, Safari, Samsung, Shine Technologies, Taboola, Three Europe, UCWeb