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Ad blocking in decline as attitudes change and publishers fight back

The use of ad-blockers to prevent intrusive or unwanted online advertising is in decline, according to new research, as people’s attitudes have changed and digital publishers have begun to fight back.

 

Over the past four years the use of ad-blockers has declined, market researchers Audience Project have found through an online survey carried out across seven nations earlier this year.

 

In the UK the proportion of people who said they used an ad-blocker fell from 47% in 2016 to 36% in 2020, according to the survey, 40% of respondents also said they have whitelisted selected websites in 2020, up from a third (33%) in 2018.

 

The finding may also be reflecting the growth in accessing via smartphones, exclusively, as ad blockers are much more prevalent in desk and laptops compared to mobile devices.

 

Ad blocking in decline as attitudes change and publishers fight back

 

 

 

 

 

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