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BizReport : Advertising : April 04, 2016

Ad blocking round-up: Scandinavia, MS Edge and the outgoing FTC Commissioner

The ad blocking saga continues, with research showing a rise in Scandinavian Internet users blocking ads, the non-existent built-in ad blocking in Microsoft's new web browser, and some home truths from the FTC's outgoing Commissioner.

by Helen Leggatt

A survey from AudienceProject, reported by eMarketer, reveals that more than a third (36%) of Internet users in Scandinavia - Denmark, Sweden, Finland, and Norway - now use an ad blocker.

Across desktop/laptop, mobile phone and tablet devices, Sweden has the highest ad blocking user rate at 34%, 9%, and 11% respectively - and 39% using ad blockers overall. Denmark has the second-highest overall use (37%) followed by Norway and Finland tying at 34%.

As the fight to decrease ad blocking use continues, Microsoft has been touted as building a native ad blocker within MS Edge. However, it appears those initial claims, made by the likes of ZDNet were misinterpretations of a slide show presented at the Build conference. Instead, as Tweeted by Edge engineer Jacob Rossi, "We are not building a native ad blocker within MS Edge, but we will support third party ad blockers like AdBlock and AdBlock Plus".

But, built-in or not, consumers continue to use ad blocking software to make their Internet experience less cluttered with ads, and often faster. On mobile, in particular, ads can chew through data.

Julie Brill, the outgoing FTC Commissioner, believes the collapse of the Do Not Track standards a couple of years ago is partly to blame for the rise of ad blocking.
"We've seen an incredible rise in consumers taking matters into their own hands, which is precisely what I said would happen back then," she said.

Image via Shutterstock

Tags: ad blocking, advertising, mobile

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