Publishers are fearing that adblocking’s slow but steady growth could eventually pose a real threat if concrete steps aren’t taken to resolve the ongoing issue.
Somewhere around 20% of Americans use an adblocker on their laptop or desktop computers. About 17% of its audience comes to the site using an adblocker.
Adblocking has become a growing concern in recent years among publishers who depend on digital advertising revenue. People are increasingly downloading the software to avoid things like disruptive auto-play videos, ads that block content and slow loading pages. According to eMarketer, about one-quarter of US internet users were using adblockers by the end of 2016. The firm predicts that three in 10 will be using blockers by the end of 2018.
However, recent data has shown that the threat of adblockers may be overblown, or at least not as dire as once predicted. Marketing research firm eMarketer recently scaled back its estimates of adblocker usage in the US – after stating last year that adblocking usage could top 86 million in 2017, the company reduced that number to 75 million in February.
Eight of DCN’s 80 members are currently employing techniques to try and discourage the use adblockers on their sites. While these measures are important, he stressed that publishers should first try to understand why consumers are utilizing the technology in the first place and should work to clean up their ad experiences before trying to convince users to turn off adblockers.