Nearly 200 million people globally use ad-blocking software, and online publisher frustration has reached a tipping point: 90% of Swedish publishers have collectively decided to block users who have ad-blocking software installed. This is a decision that could have huge ramifications for digital advertising, and the internet in general.
There is still a large disconnect between sites that rely on advertising for revenue and their users, who are increasingly unhappy with the way ads are run. Speaking from a user standpoint: 73% of users from one survey found ads to be interruptive, and a recent report from Enders Analysis found that ads can account for as much as 79% of total data usage on mobile devices.
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