• eMarketer, Wednesday, August 24, 2016 9:03 AM

It's no secret that ad blockers have changed the way traditional publishers that rely largely on advertising approach monetization. More than three-quarters of U.S. publishers now use a mix of ad support and subscriptions, according to May 2016 research from AOL conducted by InsightsNow. The research found that just 11% of publishers reported relying solely on an ad-supported model, and that 78% use both ads and subscriptions. An April 2016 survey from Mixpo found that two-thirds of U.S. digital advertising professionals were extremely or very concerned about ad blocking, viewability, and attribution, among other issues.

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