Ad blocking penetration in the U.S. 2014-2021

In 2019, roughly 25.8 percent of internet users were blocking advertising on their connected devices. This figure is expected to keep growing (albeit slowly) which loosely translated means that a quarter of paid advertising messages will never reach their audiences. Why does adblocking exist? Internet advertising spending is constantly increasing, leading to an increasing a growing number of internet ads. This has led to overwhelmed internet users turning to adblockers in an effort to browse webpages without display ads slowing them down. The most commonly cited reason for adblocking is that websites are more manageable without banners, but consumers also want to avoid irrelevant or offensive messages as well as prevent tracking of their online behavior. What is more, there is a high correlation between negative attitudes to advertising and using adblockers in general. However, many consumers express willingness to disable adblockers in return for the ability to view relevant content. Which creates a window of opportunity for marketers, who can conquer ad blocking by offering personalized advertising and increasing the chances it will reach their target audiences.

于2019年，约25.8%的互联网用户在其联网设备上阻断了广告。这一数据预计将持续增长（尽管增速缓慢），粗略翻译即意味着四分之一的付费广告信息将无法触及目标受众。广告拦截器的存在原因何在？随着互联网广告支出的持续攀升，互联网广告的数量亦随之增加。这导致网络用户倍感压力，进而转向使用广告拦截器，以期在浏览网页时免受展示广告的拖慢。广告拦截器最常被提及的原因是，没有横幅广告的网站更加易于管理，但消费者亦希望避免接收无关或冒犯性的信息，同时防止其在线行为的追踪。此外，对广告的负面态度与普遍使用广告拦截器之间存在高度相关性。然而，许多消费者表示，为了观看相关内容，他们愿意关闭广告拦截器。这为营销人员提供了机遇，他们可以通过提供个性化广告并提高广告触及目标受众的机会来克服广告拦截。