A GroupM report out on Monday sought to gain more insight on ad blocking. It found that ad blockers were installed on an average of 22% of consumers’ devices, based on data from 19 countries.
The report notes the lack of “hard facts” on the status of ad blocking. That’s not surprising, considering that the data is constantly changing. An independent third party is needed to gather and track data on ad blocking on a monthly basis.
Because there are so many vested interests, it would be hard to find a company without an interest in the implications of ad blocking. A third party that's been approved by the right body -- BPA Worldwide or a similar not-for-profit association would be appropriate -- could establish monthly reporting on ad blocking. Regional data would be very helpful, as the situation in North America may be very different than it is throughout EMEA, APAC and Latin America. This type of data could be compiled and reported on monthly, similar to what comScore, Nielsen and others do.