Amazon Losing Most from Ad Blocking in Spain - eMarketer
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Amazon Losing Most from Ad Blocking in Spain

International sites feel the biggest revenue bite

March 29, 2017 | Advertising

Internationally popular sites, led by Amazon’s local outpost, are losing the most revenues from ad blocking in Spain, according to estimates from ad blocking analytics site AdBack.

In addition to Amazon, with estimated annual revenue losses of $7.7 million in Spain due to internet users’ efforts to simplify their browsing experience, US imports YouTube ($6.2 million) and Yahoo ($3.4 million) ranked second and third on the list, respectively.

Homegrown sites rounded out the top 10, however. Many were media sites, including magazine site Hola.com ($3.2 million), sports news site Marca.com ($3.2 million), and the web editions of newspapers El Mundo ($2.8 million) and La Vanguardia ($2.5 million).

To obtain its ranking, AdBack calculates lost revenues based on a formula that assumes an average CPM of 42 cents based on AppNexus data, multiplied by the number of blocked items per page, the number of page views a site receives each month according to Alexa data, and the ad blocking user rate of the country based on PageFair data.

Overall, average annual losses seen from ad blocking in Spain are lower than in Western European leaders Germany and the UK, based on AdBack’s numbers.

And so is ad blocker usage.

According to November 2016 data from Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información (ONTSI), 26.5% of internet users in Spain ages 15 and older used desktop or laptop ad blocking software in 2016.

By comparison, according to a Q3 2016 study by GlobalWebIndex, 37% of Europe’s desktop users and 17% of its mobile users had employed ad blocking software in the month prior to polling.

Cliff Annicelli

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