The hype around ad blocking may have died down, but plenty of internet users are still taking steps to avoid ads. Marty Krátky-Katz, co-founder and CEO at ad block revenue recovery firm Blockthrough, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why some internet users block ads, what types of ad experiences are considered the most annoying, and how publishers' approach to monetizing ad blocking users has changed over the years.

That delta between where ad blocking actually is and the graph of desktop ad blocking is a sort of ‘dark matter’ of ad blocking that our methodology doesn’t detect.”. This suggests user-reported rates are likely closer to the reality of ad blocker use. Publisher and Advertiser Responses 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.

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.

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.

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.