TV[R]EV on June 22. 2015
A hot topic this past week has been the growth of new ad blocker blockers (that’s not a typo—we’re talking about software that blocks ad blockers and stops them from working.) Given the impact of ad blocking software, it’s sure to be a hot topic along the beaches of Cannes this week, particularly among ad tech types.
Ad blockers are big news because the number of people using them is both huge and rapidly growing. As with most things tech-related, there are conflicting stats, but a recent study by Reuters showed that 40% of UK internet users utilize some form of ad-blocking software, while an Adobe/PageFair study conducted in the US, showed that number at 28%, with a 69% year-over-year increase. Even more troubling, 41% of the more tech-savvy 18-29 year old cohort were using ad blockers. So figure the number is somewhere between the two and factor in mobile, where Apple allows adblockers to run on iOS.