• Acxiom, Wednesday, November 25, 2015 9:27 AM

Arthur Coleman, general manager of Acxiom Labs writes in a blog post that "the immediate impact of ad blocking in iOS 9 is overblown. "The ad-pocalypse predicted for mobile is unlikely to occur, and the advertising industry has time to adapt to increasing viewer frustration with current advertising practices. ...We do not expect ad blockers on mobile to achieve more than a 2-4% penetration in the US by the end of 2017.  Still, we strongly advise advertisers and publishers to attend to viewers’ frustrations with current advertising practices online and in mobile now to avoid a disaster in the future." Notably, Coleman maintains that "ad blocking potentially offers long-term benefits to online/mobile."

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