Subscription-based content grants users ad-free access to the content on the basis of a subscription or a single payment. Source: Reuters Institute for the Study of Journalism (RISJ) As a result, 50% of the leading publishers focused on subscription-based content as their main revenue source in 2020, as shown in the image below. In 2020, ad blockers caused a $35 billion loss in publishers’ ad revenue. This suggests that industry-wide initiatives such as Better Ads Standards and Acceptable Ads weren’t successful in eliminating intrusive ad experiences. The 2021 data suggests that the main reason why most users utilize ad blockers is that they see too many ads as intrusive or annoying. The latest data shows that in 2020 ad blockers were most popular in Asia with a 40.6% user penetration rate, followed by Europe (29.6%) and the Americas (19.2%).The number of users who whitelist websites in order to access content across the US, UK, Germany, Denmark, Sweden, Norway, and Finland is on the rise.Ad blockers in the US as of 2020 are still mostly used on computers (37%), followed by mobile (15%) and tablets (10%).Ad blockers are most popular among young users aged 16-24 and 25-34.In 2021, 27% of users in the US have used ad blockers. The number of ad blocker users is continuously rising, albeit slowly. Ad Blocker Rates How many people use ad blockers?

As a publisher, it’s important to keep track of these things. Meaning that users might see low-quality content for example, images can appear broken, and the content itself might look crooked. Hence, ad blockers can interfere with some websites’ setups. Once they find a match, they block it and inform the browser what to render.ĭepending on the configuration, the ad can be replaced with a blank space or with different content. Ad blockers scan the webpage for scripts and compare them against filter lists. How Do Ad Blockers Work?Īd blockers work by altering the webpage’s content.

Ad blockers are typically available as browser extensions (AdBlock, Adblock Plus, uBlock), software (AdGuard), and mobile apps ( Clario).ĪdBlock is often used as an umbrella term for all ad blockers since it’s the most installed extension for ad blocking. Table of Contents:Īd blocker is a content filtering tool that can remove or alter ads. We have put together 4 key trends and tips that can help you bring your precious dollars back. Ad-based monetization is the main source of income for most publishers, despite alternative monetization strategies such as paywalls or membership content. Ad blockers are a big issue for publishers and have a direct impact on their ad revenue stream.

Best ad blockers 2017