The Deeper Reason Consumers in Europe Use Ad Blockers - eMarketer
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eMarketer Interview

The Deeper Reason Consumers in Europe Use Ad Blockers

Preview from eMarketer PRO

An interview with

Mayur Upadhyaya

Senior Director Advanced, Janrain

Interview summary

Consumers install ad blockers for a variety of reasons, but not all of them are related to instrusive ad formats that interrupt the user experience. Mayur Upadhyaya, senior director advanced at Janrain—a customer and identity management software provider—spoke with eMarketer’s Sean Creamer about privacy concerns that have come to light, prompting consumers to turn to ad blockers for help.


eMarketer: The General Data Protection Regulation (GDPR) allows internet users in the European Union to have more data privacy online. What does this mean, not just for the digital advertising industry in Europe, but in the global landscape as well?

Mayur Upadhyaya: This isn’t only a European issue—it’s a global issue about the fact that many brands and advertisers have been collecting data on consumers without thoughtful care. This regulation is a result of that bad behavior, and unfortunately the ad industry will be directly impacted by it.