The closure of an ad-free YouTube app is a reminder of ad blockers’ prominence: Digital advertising efforts are at odds with the experience most internet users want.

According to the same AudienceProject survey, 37% of US internet users said they were using ad blockers on computers versus on smartphones (15%) or tablets (10%). Worldwide, however, ad blocking specifically on mobile devices has continued to grow, and accounts for the majority (69%) of ad blocker use, according to Blockthrough. Younger adults are generally more likely to use ad blockers.

On today's episode, we discuss the most interesting takeaways from Twitter's Q3 earnings, why the social media company was able to weather Apple's iOS privacy changes, and what Twitter hopes to become by 2023. We then talk about the share of tweets that come from young people and the appeal of Twitter Blue now that it includes ad blocking service Scroll. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

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.

eMarketer principal analyst Mark Dolliver and vice president of content studio Paul Verna talk about a new subscription ad-avoiding service, data privacy in 2020, TV show companion podcasts, Pinterest's new AR tool, giving up on newspapers, Atari-branded hotels and more.

Trouble in Europe: The new US proposal is not the only antitrust action Google has contended with recently. Antitrust regulators in the European Union and UK are investigating Google and Meta’s 2018 “Jedi Blue” deal, which allegedly gave Meta preferential access to Google’s ad bidding system and was used to block ad tech rivals.

The prominence of ad blockers: Ordering Vanced to shut down is a logical step from Google, as advertising forms the basis of its business. But the news of the shutdown—and the app’s popularity—are a reminder of just how popular and widely used ad blockers are across web browsers. Read more about the future of ad blockers.

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.