Blockmetry, which is a company that was founded by Pierre Far from Google, analyzes a variety of metrics online, including how impactful ad blocking software is on web pages. They look at millions of websites and ad impressions each month to come up with helpful information used by people throughout the industry. The company believes that looking at how many ads are actually blocked provides a better reflection of ad blocking’s impact on the industry than looking at how many people actually use this type of software.
Their latest report found that the number of page views that are being blocked is continuing to climb quite significantly. Currently 32.4% of ads are being blocked. In May of this year, that number was 28.5%. In some countries, such as Poland and Norway, about 50% of all page views are being impacted by ad blockers. The US comes in slightly below average, at 31.5%.
Surprisingly, mobile devices see ads blocked at almost three times the rate of desktops. Approximately 63% of page views on mobile devices are impacted by some type of ad blocking software. This is compared to just 21% for the average desktop traffic. Ad blocking rates for both Android and iOS devices are roughly equal.
Overall, these numbers are quite concerning for any digital marketer who is either using online ads to promote their products, or making money using online ads on their sites.
The full report can be seen HERE.
