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Ad blocking continues to grow

Ad blocking is growing – but we still focus on cookies

While the advertising business is discussing effects of the scrapping of third-party cookies and Apple‘s new identifier, blocking of advertising is growing.

The increasing focus on user consent has been the driver of significant change in the advertising industry, from privacy regulations like GDPR and CCPA to Google’s looming deprecation of third-party cookies, Canadian measurement and consultancy firm’s 2021 adblock report shows.

Key US findings from the 2021 report compared to 2020:

  • Mobile adblocking grew 10% to reach 586M users
  • Desktop adblocking grew 8% to reach 257M users
  • Adblock users are twice as likely to accept light, non-intrusive ads rather than engage with adblock walls or pay for content
  • 63% of top US Comscore publishers reviewed in the report were using some type of adblock countermeasure, up from 56% last year
  • 67% of US Internet users think that the quality of advertising on the web has either declined or stayed the same in recent years
  • User adoption of Acceptable Ads is growing fast, reaching 218M users in 2020, with 435% growth on mobile over the last two years.


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