COLOGNE – The use of adblocking software by consumers, which disables banner ads also disables in-stream video ads, is on a rapid increase. Some 27 percent of U.S. Internet users use some sort of adblocking solution when browsing, according to a study done by Dublin-based PageFair in collaboration with Adobe. It is titled “AdBlocking Goes Mainstream.”
For an overview on the report and the way it impacts video ads, we spoke with PageFair CEO Sean Blanchfield. He tells Beet.TV that of the publishers his company tracks in the U.S., some 20 percent of ads are blocked. That percentage applies to both banners and in-stream. The percentage is somewhat higher among gamers and younger demographics.
We interviewed him at the DMEXCO conference.
The issue of video adblock is becoming high the agenda for publishers. Earlier this month the big video platform company Brightcove announced a solution for video adblock. At the IBC Show in Amsterdam, we spoke with Phil Costa about the new product offering. Here is our interview.