Ad Blocking: What you need to know

What Is Ad Blocking?

Technologies that consumers are using to prevent the download or display of advertising. Ad blockers exist for most desktop web browsers and are now beginning to impact mobile web browsing as well. 

IAB Ad Blocking Report: Who Blocks Ads, Why and How to Win Them Back

, is an IAB research report conducted by C3Research that shows two-thirds of U.S. consumers using ad blockers could be convinced to uninstall their ad blocking software.

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Insights from the IAB Ad Blocking and User Experience Summ it

Ad blocking is a globally pervasive phenomenon presenting publishers, brands, agencies, and ad technology providers with substantial challenges.

On June 6, 2016, IAB convened the IAB Ad Blocking and User Experience Summit to offer these constituencies the opportunity to provide each other with “news you can use.” Presenters offered research on ad blocking trends, insights into the issues underlying the phenomenon, and details about publisher-developed solutions and their effectiveness at converting ad blocking users into ad consumers. Read the

IAB Is Fighting Ad Blocking

IAB is strongly opposed to ad blocking. We believe in an ad-supported internet. 

IAB Tech Lab Solutions

• Guidelines & Standards
• Detection / Post Detection
• Better User Experience Solutions

The

 outlines the principles that will help guide the next phases of advertising technical standards for the global digital advertising supply chain.

The

 outlines the tactics publishers are successfully employing to persuade users to stop deploying ad blockers. The primer identifies

as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process. We want to offer a LEAN user experience in order for us to make a DEAL with the customer. The primer documents and crystallizes a lot of different options available to publishers.

Ad Blocking in the News

• Study Finds Consumers Can Be Convinced To Uninstall Ad Blockers – MediaPost
• IAB: Two-Thirds of Ad Block Users Are Open to Turning Off Software – AdAge
• How to Persuade Consumers to Disable Ad Blockers – The Wall Street Journal
• IAB Study Says 26% of Desktop Users Turn On Ad Blockers – Adweek
• The Future of the Internet Is at Stake With Next-Generation Ad Blocking  – Advertising Age
• Publishers Making DEALs to Battle Ad Blocking in the U.S. and in Europe
• IAB Creates Guide for Publishers to Combat Ad Blocking  – Advertising Age
• IAB to Advertisers and Content Providers: ‘We Messed Up’ – Advertising Age
• Ad Blocking: The Unnecessary Internet Apocalypse – Advertising Age
• IAB CEO Randall Rothenberg on Ad Blocking, Viewability, Fraud – The Wall Street Journal
• Apple’s ad-blocking move causes big problems for retailers like Walmart – Fortune
• Top iOS9 Ad Blocker Is Pulled From Apple App Store by Its Regretful Creator  – Advertising Age

Global Ad Blocking Studies

• Ad Blocking: The Consumers Perspective | Infographic | IAB Australia
• IAB Canada Releases New Ad Blocking study | IAB Canada
• IAB UK Reveals Latest Ad Blocking Behaviour  | IAB UK
• PwC OVK Ad Blocker Study | IAB Germany

Statistics

• Ad blocking is estimated to cost publishers $22 billion in 2015
• U.S. ad blocking grew by 48% YOY to reach 45 million active users in 12 months thru June 2015
• There are 198 million active ad blocker users around the world Source: PageFair and Adobe’s 2015 Ad Blocking Report: “The cost of ad blocking,” updated on August 26, 2015