Ad blocking: adoption, reactions and opportunities

Strategy Consulting 1 January 2010

As an online advertising player, are ad blockers endangering you? How should you react to the phenomenon?
Read our whitepaper on ad blocking to learn how to make the most out of ad blockers.

Ad blocking: Adoption, reactions and opportunities

Ad blockers enable users to surf the web without any ads showing on webpages. They are in their vast majority browser extensions like Adblock Plus that prevent banner and video ads from being displayed. Since many internet business models are mainly if not solely based on advertising – offering free content and/or services in exchange for the exposure to advertising -, ad blockers are deemed as a threat for publishers, advertisers, and the ad tech ecosystem.
As an online advertising player, are ad blockers endangering you? How should you react to this phenomenon?
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