How Prevalent is Ad Blocking?

Globally, the number of internet users who use ad blocking software grew by 41% year-over-year in Q2 and reached 198 million in June, according to a recent study [pdf] from Adobe and PageFair, which pegs the economic toll of this activity at $11.7 billion globally last year. The study indicates that 16% of the US online population blocked ads in 2015; separately, a new survey from Kelley Scott Madison (KSM) [download page] finds 47% of US respondents saying they use ad blocking technology. That report notes, however, that there may be some confusion between ad blocking and cookie data restriction among the respondents. (more…)