According to the results of a two year audit by the Association of Online Publishers, ad blocking levels are beginning to gradually decline; however estimated ‘lost’ revenue as a result of blocked ads continues to grow.
The audit – conducted from Q1 2016 to Q4 2017 across AOP members with the ability to monitor blocking rates – reports a decline of 0.7% in the average rate of ad blocking from 2016 to 2017, falling from 12.3% to 11.6%.
Furthermore, among publishers able to separate performance by device, the rate of ad blocking on desktop experienced a steady decline over the last three quarters of 2017, with just under 3 in 10 impressions blocked by the end of the year.
Mobile, on the other hand, has experienced an increase in ad blocking rates – though at a much lower level, doubling to just 1.3% by Q4 2017.
However, across AOP members covered by the audit, the estimated loss of revenue grew 27% from 2016, reaching a total of £13.7 million.
For individual publishers that’s a median annual revenue loss of £627,996.
According to Richard Reeves, AOP’s managing director, the plateau in ad blocking rates will surprise no one.
“The audit, however, does clearly demonstrate that ad blocking continues to have an impact on publisher revenue and the issue remains high on the agenda for our members,” he said.
“We are continuing to monitor the trend and are working with our members and industry partners to drive home the need for a collaborative and considered approach to education surrounding an ad-funded internet.”
