Ad blocking update - Publishers and tech giants work together to take on ad blockers

Digital advertising spend is forecast to grow at a 2.7% CAGR to $17.4bn by 2022, representing 66% of the total market.

Vinay Chhoda · Venture Insights1 July 2019Period: July 20198 min read

Last updated 10 June 2026

2.7%↑

CAGR for total Australian advertising spend through 2022

47%→

Ad blocker usage among Australian consumers under age 35

Locked

Companies covered:GoogleFacebookNewsCorpAppleSpotifyTwitchPandoraMicrosoftAmazon

Abstract

This report analyses the evolving dynamics of ad blocking in Australia, where consumer adoption rose from 24% in 2016 to 33% in 2018. It examines the strategic responses of digital publishers, including the adoption of tiered access and native advertising, alongside the defensive measures taken by tech giants like Google and Facebook. The analysis further explores the impact of regulatory oversight from the ACCC and the UK's ICO on the broader digital advertising ecosystem and user privacy standards.

Key Takeaways

Australian ad blocker adoption rose to 33% in 2018, with nearly half of users under 35 utilizing the technology.
Digital advertising is projected to dominate 66% of the total $17.4bn Australian ad market by 2022.
Consumer willingness to pay for news is increasing, with 20% of Australians now paying for online content, up from 10% in 2016.

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Frequently Asked Questions

Consumer adoption of ad blocking software rose from 24% in 2016 to 33% in 2018. The trend is most pronounced among younger demographics, with 47% of Australians under the age of 35 now using these tools.

The proportion of Australians paying for online news doubled to 20% between 2016 and 2018. Subscription-based revenue is becoming the standard, as 54% of these paying readers now utilize recurring fee models.

The total Australian advertising market is projected to reach A$17.4 billion by 2022. This growth represents a 2.7% CAGR, despite the increasing technical challenges posed by ad-blocking software.

Google and Facebook are deploying aggressive defensive measures to bypass blockers and ensure ad delivery. Google is leveraging its 94% share of the Australian online search market to maintain platform-level control over advertising standards.

Ad blocking update - Publishers and tech giants work together to take on ad blockers

Abstract

Key Takeaways

Frequently Asked Questions

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