Justin Taylor, director general de Teads U.K.
During the IAB, State of the Nation Ad Blocking Seminar, Justin Taylor, Managing Director of Teads U.K. presented their Profile of an Ad Blocker research. Among the main conclusions is the notion that the industry is being very pessimistic when calculating the negative cost that ad blocking produces.”We knew ad blocking adoption was on the rise. 22% of the population are currently using ad blocking software, which was a rise from 18% since October 2015″ explained Taylor. In spite of this, people are prepared to turn off ad blockers 1 in 6 surveyed switched off their ad blocker to access certain types of content”. That indicates that 73% of the people surveyed are appreciative of the value exchange.He showed how ad blockers block more than ads, “they are a blunt instrument. With it activated users cant access a lot of content on the web not just ads. Ad blockers also mean that analytics like comScore, Nielsen and Google Analytics are unable to operate”.Taylor contrasted this landscape with research by Deloitte that suggests that ad blocking penetration on mobile will only be 0.3% in 2016. “To put this in perspective this is less than £70 million of the £50 billion mobile advertising market put at risk”.
