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Adblockers: U.S. Growth Could Remove $12 Billion In Advertising By 2020

  • Guardian, Wednesday, May 18, 2016 8:39 AM

As much as $12 billion in digital advertising revenue in the U.S. could be lost if Web users continue taking up adblocking at the current rate, according to a report in The Guardian. "A forecast by analytics firm Optimal says more than 43 million people in the U.S. will use an ad blocker this year, taking more than $3.8 billion (£2.63m) out of the digital ad industry. At the current rate of growth, that figure will more than triple to over $12 billion by 2020 when more than 100 million U.S. web users will be blocking ads. Optimal said its forecast suggested adblocking would reduce US digital ad revenue from a predicted $50 biillion in 2020 to $38 billion. The prediction will add to worries among publishers already feeling the squeeze from downward pressure on the rates they can charge for ads. Optimal said that it has found almost half of those it surveyed were now aware that blocking ads was possible, meaning there was still significant room for more people to begin doing so."

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1 comment about "Adblockers: U.S. Growth Could Remove $12 Billion In Advertising By 2020 ".
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  1. Leonard Zachary from T___n__, May 18, 2016 at 11 a.m.

    The ad blocking number will be higher and should be considered as an opportunity cost not a loss.

    You can't lose something you did not have in the first place and in this instance, the publisher never had the viewer or impression.

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