Companies offering anti-ad-blocking tools are popping up all over the place. These companies are hoping to cash in on the industry’s furor over ad blocking by marketing software designed to confront its effects.
Admiral, PageFair, Sourcepoint, and Secret Media are among those companies aiding publishers to recoup revenues lost from ad blocking. Admiral’s products, for example, help publishers show ads to users who have ad blockers enabled.
Now along comes ReviveAds, yet another anti-ad-blocking service provider, which recently conducted an analysis on its platform of the percentage of ad blocking users by country, language they speak, and the operating systems and browsers they use. The company says it represents more than 15 million global users.
Among the highlights of ReviveAds’ analysis:
The global picture offers some nuances:
In the U.S., ad-blocking software was downloaded on approximately 20% of page views—that’s 45 million active users. Across Europe, the usage is even higher. Ad-block usage in Europe has grown by 35% just in the past year, increasing to 77 million monthly active users.
The estimated loss of global revenue due to blocked ads during 2015 was $21.8 billion, ReviveAds data estimates.
ReviveAds’ technology attempts to circumvent all known ad blocks for banners, pop unders, and other rich-media advertising. It has a patent pending technology. It’s already analyzed hundreds of millions of ads from the data for its study.
What’s notable about these findings is the sheer volume of ad blocking and its growth, which others have documented copiously. In the U.S., 30% of the population is using ad blockers. Thirty percent And that figure is going to double if you take the eMarketer projections into account.
Of course numbers and data vary wildly. That’s why the industry needs an impartial third party to monitor ad blocking monthly and its cost to the industry in lost revenues. RTBlog has made the case for this before. BPA Worldwide raised its hand, but so far no one has responded.