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To stay on top, brands, publishers and their partners must constantly innovate their digital ads to better target, deliver and track messages to consumers. But few consumers are completely on board with the direction this innovation has taken, and many feel bombarded by the ad experience. As ad blocker use continues to grow, publishers face a newly challenging environment.
"Internet users worldwide have mixed attitudes toward digital advertising, and a long list of complaints that lead to avoiding it. For example, Kantar Media’s “Dimension” report found that most see the same ads repeatedly—including ads for products they’ve already purchased."
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Attitudes of Internet Users Worldwide Toward Advertising, Dec 2016 (% of respondents)
US Ad Blocking User Penetration, 2014-2018 (% of internet users)
US Ad Blocking User Share, Desktop/Laptop vs. Smartphone, 2014-2018 (% of total)
US Ad Blocking User Penetration, by Age, 2014-2018 (% of internet users)
Marketing Professionals Worldwide Who Are Concerned About Select Digital Ad Issues, May 2016-March 2017 (% of respondents)
Primary Issue Facing Digital Advertising in 2017 According to US Digital Advertising Professionals (% of respondents)
Concerns with Digital Advertising According to US Media Planners, Aug 2016 (% of respondents)
Concerns About Digital Media Buying/Planning According to US Media Agency vs. Brand Marketing Executives, April 2016 (% of respondents)
Attitudes Toward Digital Ads Among Internet Users in Western Europe* and the US, June 2016 (% of respondents)
Reasons that Ad Blocking Users in the US and Western Europe* Use Ad Blockers, June 2016 (% of respondents)
Reasons that US Internet Users Block Digital Ads, Oct 2016 (% of respondents)
Primary Reason that US Millennial* Internet Users Use Desktop/Mobile Ad Blockers, July 2016 (% of respondents)
Effect of Ads on US Desktop Website Performance, May 2016
Reasons that US Internet Users Use Ad Blockers, Q3 2016 (% of respondents)
US Ad Blocking Users Who Leave Websites When Faced with an Ad Block Wall*, by Age, Nov 2016 (% of respondents in each group)
Factors that Would Influence Internet Users in the US and Western Europe* to Turn Off Their Ad Blocker Permanently, by Age, June 2016 (% of respondents in each group)
US Agency Executives Who Believe Virtual & Augmented Reality Ads* Can Prevent Ad Blocking, Feb 2017 (% of respondents)
US Internet Users Who Use Ad Blockers, June 2016 (% of respondents)
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Vice President, Digital Revenue Strategy and Operations