Question 1

How significant is the financial risk to the Australian digital advertising market?

Accepted Answer

Ad blocking directly threatens a A$7.9bn digital advertising market, with 26% of Australian internet users utilizing blocking software as of December 2017. However, the trend is stabilizing, as the number of users has declined by 1% since October 2016.

Question 2

Can publishers convince users to stop using ad blockers?

Accepted Answer

Publishers have high leverage, as 47% of users already turn off blockers for specific sites when requested. More than a third of users will disable blocking software specifically to regain access to content on their favorite websites.

Question 3

What is the primary driver behind ad blocking adoption?

Accepted Answer

User frustration with ad volume is the leading cause of adoption, with 61% of users citing 'too many ads' as their primary motivation for blocking. In contrast, mobile ad blocking remains low, with only 7% penetration in the Australian market.

Question 4

How will Google's intervention impact the current ecosystem?

Accepted Answer

Google's Chrome browser, which holds over 50% market share, now enforces standards that could make third-party blockers redundant. Early audits indicate that only 1.5% of websites currently fail the standards set by the Coalition for Better Ads.

Ad blocking – Google and publishers strike back…

Abstract

Key Takeaways

Frequently Asked Questions

Unlock the full report

Free

Lite

Team