COLOGNE – Based on its most current studies, some 200 million people worldwide are using ad blocking software which is leading to loss in unrealized revenue of $22 billion in revenue for publishers, according Johnny Ryan, Innovation Leader at Pagefair, a company that provides ad blocking solutions. The study was done jointly with Adobe.
Factors leading to the growth of ad blocking are intrusive ads and those that harvest browser information. One bright spot for publishers is to publish skippable video advertising, he explains here.
We spoke with Ryan last week at DMEXCO.