The cost of ad blocking


In the third annual ad blocking report, PageFair (with the help of Adobe) provides updated data on the scale and growth of ad blocking software usage and highlights the global and regional economic impact associated with it. Additionally, this report explores the early indications surrounding the impact of ad blocking within the mobile advertising space and how mobile will change the ad blocking landscape.


What is ad blocking?

Ad blocking extensions, browsers, VPNs or DNS solutions act like a firewall between the web browser and all known ad servers. Most ads are blocked by open-source web browser extensions, installed by end users. The database of blocked ad servers is curated by a large and active open source community. The most popular ad block extensions are “Adblock Plus” and “AdBlock”. Once installed, these extensions automatically block ads on all websites and are effective against almost all ad formats.