The AOP announces the results of its three-year ad blocking audit among its members, highlighting ad blocking rates and the effects on publisher revenues.
The audit analysed data between Q1 2016 and Q4 2018 amongst AOP publisher members with the ability to monitor the percentage of impressions blocked across their websites. According to the findings, ad blocking rates fell to 10.3% in 2018, the lowest in the three-year period. This is compared to the average rates of 11.6% in 2017 and 12.5% in 2016.
Despite the fall in ad blocking, the audit revealed an increase of estimated ‘lost’ revenue due to a rise in the number of overall impressions. Across AOP’s members, publishers lost more than £18.4m in 2018, compared to £13.7m in 2017. The median annual publisher loss in 2018 was £932,875.