The Wall Street Journal reports that while publishers are taking ad blocking seriously, they're not running scared over it either. Speaking at an event on ad blocking, David Stern, director
of product development for Slate said ad blocking on mobile “hasn’t fully materialized.” In fact, Stern said ad blocking on desktops is a larger concern for Slate than mobile. He
said that more desktop readers are using ad-blocking software and desktop remains where Slate rakes in most of its ad revenue. The
Journal reported that Slate's analysis of ad blocking found
that the publication is losing about 8% of its potential total revenue due to readers using ad blockers. Adobe and PageFair projected publishers would lose about $22 million in lost revenue due to ad
blocking in 2015. It will be interesting to see if that number is true.
Read the whole story at Wall Street Journal »
They used to call it whistling in the dark, when someone refuses to show fear in the face of a clear and present danger.