Ad blocking easing in Europe but stable in the US

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Ad blocking has become less popular in several European countries over the last two years, but the activity has remained stable in the United States, according to data from AudienceProject.

In Europe, fewer consumers said they use an ad blocker in 2020 compared to 2018 in five of the six countries surveyed. The UK (41% in 2018 to 36% in 2020) and Finland (29% to 24%) saw the steepest decline.

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