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BizReport : Advertising : January 20, 2016

4 in 10 publishers believe up to 30% of visitors block ads

Content compensation platform Sourcepoint has published data that graphically illustrates the problems facing publishers as the ad blocking threat increases.

by Helen Leggatt

According to Sourcepoint, publishers will be taking steps to deal with the challenges that ad blocking is causing. Ben Barokas, founder and CEO of Sourepoint, says he expects to see "a combination of messaging, content blocking and ad blocker circumvention" strategies put in place.

Presented in infographic form, Sourcepoint's data shows that the majority of business owners (59%) agree that the growing use of ad blocking poses a threat to their business. According to recent data from Global Web Index regarding the use of ad blocking across the globe, at least a quarter of Internet users in all regions already block ads, rising to 30% in Europe. The 2015 DCN Consumer Ad Block Report found that 33% of U.S. consumers are very or somewhat likely to install an ad blocker in the coming three months.

Sourcepoint's data suggests that publishers are already seeing between 10% to 30% of visitors using ad blockers and 4% believe that, by 2018, 70% of visitors will do so. Currently, 60% of publishers measure ad block rates while 18% plan to do so.

block ads.pngFifty-four percent of publishers believe that those who are blocking ads are a valuable audience. To this end, 64% are likely to attempt to reach this audience by implementing ad blocker circumvention strategies.

"As the threat of ad blocking is becoming more prevalent, publishers are working hard to identify sustainable ways of being compensated for the content they produce and that consumers love," said Ben Barokas, founder and CEO of Sourcepoint, adding "we expect to see premium publishers devote significant energy to these efforts this year".

Image via Shutterstock

Tags: ad blocking, advertising, publishers, research

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