eMarketer forecasting analyst Eric Haggstrom, junior forecasting analyst Zachary Goldner, and principal analyst Nicole Perrin discuss the evolving landscape of advertising through connected TV devices and how Roku stands out from the competition. They then talk about when we may see a return to pre-pandemic advertising budgets, the importance of earning consumer trust during data collection, and what happened to ad blocking.

Yesterday, Twitter acquired Scroll, a subscription service that charges $5 a month to block ads on participating news websites, and then pays out a portion of that subscription fee back to publishers. Twitter plans to integrate Scroll into its main website as part of the optional subscription service it’s building.

Consumers are uncomfortable with their advertising experiences, due to a combination of intrusive formats and privacy-invading practices. As a result, about one-quarter of US consumers block digital ads.

A quarter of US internet users block ads this year, as they demand more relevant, less intrusive messaging to support their media consumption.

Fewer internet users than expected are blocking ads across the US and Western Europe. For the second year in a row, we’ve downgraded our estimates of the ad blocking population in France, Germany, the UK and US, as well as our forecast for future growth.

Ad blocking and avoidance have their most immediate effects on publishers that miss out on ad revenues they would otherwise have received from serving content to ad blocking users. Ad avoidance is just one of the reasons the average non-walled-garden publisher is struggling with ad-based monetization, and alternative revenue strategies have been gaining importance in recent years.

eMarketer forecasting director Shelleen Shum breaks down our latest figures for ad blocker users and the reality for advertisers and publishers.

For KFC, acknowledging the distracting nature of digital ads and making the experience more enjoyable is key. "That may manifest itself in an 8-hour interactive live stream of a room full of kittens playing with a Colonel-shaped cat climber," said Steve Kelly, director of media and digital at the fast-food chain.

In the latest episode of "Behind the Numbers," analyst Nicole Perrin joins us in the studio to discuss consumer attitudes about advertising and why so many people are resistant to ads. Who are the ad blockers, what are they actively blocking, and what could help turn them around?

As we’ve covered, ad blocking in the US and many parts of western Europe are here to stay. Whether it’s over privacy concerns or the general annoyance over ads ruining user experience, many internet users are not happy with ad loads when they browse the web.

eMarketer forecasting director Shelleen Shum shares our readjusted estimates for UK internet users who will deploy ad blockers between 2019 and 2021.

., brand safety, antifraud, ad blocking), and attribution; excludes spending on owned and operated properties of social networks; excludes agency and creative fees not rolled into platform and service fees listed above. Programmatic fees are sometimes referred to as the “ad tech tax.”. Programmatic direct is a non-auction-based approach to buying or selling ad inventory, not at the impression level.