The issue of ad blocking is gathering pace, as record numbers of consumer choose to opt-out of receiving marketing messages. Publishers are facing challenges as their business models are at risk, with the consensus being to prohibit access to content, for those who do not take part in the value exchange. Several leading voices suggest that the industry will be better off by accepting this consumer tension, tackling it by soothing privacy concerns and to make ads less irritating, therefore feel less intrusive.


Ad blocking or ad filtering is the removal of advertising content in a webpage. It is either done via a technology layer on a device or done at a network level.

Key insights

1. Ad blocker usage has grown 25% over 12 months to over 600 million people worldwide

Globally, the use of ad-blocking is 37.5% for PC/laptop and 32.9% for mobile in 2018. Across regions, mobile ad-blocking varied by 16.6 percentage points with Asia Pacific registering the greatest usage.