SEVILLE —\u00a0With consumer web ad blocking seemingly on the rise, data on the practice ranges\u00a0from the dystopian to the hysterical.<\/p>\n

New eMarketer data<\/a> this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen as the preserve of the tech-savvy, early adopters and gamers, ad blocking has now moved into the mainstream.”<\/p>\n

In response, publishers are scurrying, variously, to present better ads, add non-advertising revenue streams or simply to block the blockers. That’s a tactic a growing number of individual publishers are undertaking whilst, in France<\/a> and Sweden<\/a>, several publishers have teamed to jointly prohibit access to users detected to be running ad blockers.<\/p>\n

It’s a move\u00a0endorsed by WPP Digital president David J. Moore<\/a>. In this interview with Beet.TV, he says:\u00a0“Viewability continues to be an issue for most.\u00a0The bigger sites are starting to recognise that (there is) a cost of revenue.<\/p>\n

“If someone has an ad blocker, they can\u2019t monetise them anyway so don\u2019t let em in!<\/p>\n

“The more websites that stop letting consumers visit with an ad blocker, the more that occurs, the less effective those types of companies will be.”<\/p>\n

Moore is also chairman of Xaxis.<\/p>\n

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement<\/a> in Seville, Spain, April 18 to 21. This video is\u00a0part of a series from the Forum sponsored by Xaxis. \u00a0Please visit this page<\/a> for more videos from Seville.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

SEVILLE —\u00a0With consumer web ad blocking seemingly on the rise, data on the practice ranges\u00a0from the dystopian to the hysterical. New eMarketer data this week puts a more modest assessment on current levels, pegging UK ad blocking at 14% of internet users in 2015. But its forecast rises to 27% in 2017, commenting: “Once seen […]<\/p>\n","protected":false},"author":15,"featured_media":38839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5717],"tags":[5286,5265,5314,4152,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38772"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=38772"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/38772\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/38839"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=38772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=38772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=38772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}