Ad Blocking Is Bad for Programmatic Advertising - eMarketer
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Ad Blocking Is Bad for Programmatic Advertising

Ad blocking is one of the top problems with programmatic advertising

Three in four US marketers say that ad blocking will have a negative effect on the programmatic advertising ecosystem, according to February 2016 research.

Effect of Ad Blocking on the Programmatic Advertising Ecosystem According to US Marketers, Feb 2016 (% of respondents)

RBC Capital Markets and Advertising Age surveyed 1,960 US marketers and asked them what effect ad blocking has on the programmatic advertising space. The largest share of respondents, 58%, said it has a somewhat negative effect, and 20% of marketers said it has a significantly negative effect.

Still, some marketers believe ad blocking is actually good for programmatic. Indeed, 6% said that ad blocking has a somewhat positive effect, and 2% said the effect is significantly positive.

Problems with Programmatic Advertising According to US Senior Ad Buyers, Dec 2015 (% of respondents)

According to separate research from Cowen and Company, ad blocking is one of the top problems plaguing US senior ad buyers who are investing in programmatic advertising. While 57% of respondents listed multidevice measurement as a problem for programmatic, topping the list, ad fraud and ad blocking ranked second.

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