Ad blocking penetration in the U.S. 2014-2021
Why does adblocking exist?
Internet advertising spending is constantly increasing, leading to an increasing a growing number of internet ads. This has led to overwhelmed internet users turning to adblockers in an effort to browse webpages without display ads slowing them down. The most commonly cited reason for adblocking is that websites are more manageable without banners, but consumers also want to avoid irrelevant or offensive messages as well as prevent tracking of their online behavior.
What is more, there is a high correlation between negative attitudes to advertising and using adblockers in general. However, many consumers express willingness to disable adblockers in return for the ability to view relevant content. Which creates a window of opportunity for marketers, who can conquer ad blocking by offering personalized advertising and increasing the chances it will reach their target audiences.