Publishers Face Problems as More Users Implement Ad-Blocking in the UK

AD blockers have long been major problems for publishers around the world as the browser plugins are responsible for loss in revenues. While publishers are trying to influence users to turn off their ad blocking software when browsing a site, the number of users using ad blocking tools will continue to grow as it will hit 11.4 million by the end of the year according eMarketer.

The latest figures have shown that although previously the adblocking tools were used by younger generation, it’s becoming increasingly popular among other demographics groups. For example, more than half of the users of ad blocking tools are currently male with a quarter of users in the age group of 34-44 is expected to implement ad blocking tools by the start of next year.

This news comes shortly after recently Google confirmed that they are introducing their own adblocking mechanisms in Chrome to improve user experience on websites. However, it’s still not known how the upcoming update will affect publishers but the number of users using some sort of adblocking tool is likely to increase in the coming months.

Talking about the trend, Bill Fisher, eMarketer’s senior UK analyst, commented, “The rate of growth in adblocking users still presents a very real problem for advertisers and marketers.”

“However, the threat hasn’t taken off quite as quickly as we’d originally thought. Some of the publisher responses to the problem have had positive effects, indicating that UK internet users may be persuaded to turn off their adblocking software if the benefits of ad-supported content can be better communicated and the advertising better delivered.”

Featured Image: Wikimedia Commons

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