Quantifying the issue of ad blocking

Ad blocking is a growing problem for digital advertisers, but just how big of an issue is it? The answer to that question depends on what part of the world you’re in.

In the U.S., about 25 percent of users have ad blocking software installed on their devices, according to a new report from GroupM, slightly above the 22 percent global average.

Austria is on the high end, with 32 percent of users of all devices employing ad-blocking software. On the other end, just 3 percent of users in Turkey use ad blockers.

Ad blocking is just one issue causing concern among digital advertisers, along with viewability and click fraud. In the U.S., there are two initiatives from the IAB underway to help agencies and advertisers combat ad blockers. But GroupM believes more needs to be done.

One IAB effort is called LEAN, which stands for light, encrypted, ad choices-supported and non-invasive. These are voluntary standards that limit heavy consumption of mobile data plans and avoid page latency, or slow loading times for web pages.

The other program is called DNCC, which means detect, notify and choice constrain. As GroupM explains, this is a “user’s choice” program that allows publishers to detect ad blockers and in turn deliver a message to users about the free internet.

The program can also give users the choice to turn off ad blockers in exchange for free content, offer an “ad-lite” version of a site, or deny content altogether if the user doesn’t agree.

But there are few options for advertisers looking for third parties to track ad blocking, particularly in mobile apps. GroupM believes it’s only a matter of time before that changes.

“Today this security is created by the inability of third parties to insert the necessary code into any given application, but betting against the ingenuity of those who seek to change that seems risky at best,” the report reads.

The agency also suggests using native advertising or content marketing to help scoot around ad blocking. “This demands the creation of advertiser funded ‘stories’ that are legitimately editorially relevant to the user,” reads the report.

Indeed, content companies including The New York Times, The Guardian and Condé Nast have all created in-house content studios to serve that purpose.

Tags: ad blocking, ad blocking studies, ad blocking worldwide, blocking ads, groupm, how many people use ad blockers