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1、This report explores the current trends in the evolving ad-filtering industry,including research on users and their attitudes toward online advertising,expert insights and a look into the future of ad filtering.(Previously known as the PageFair Adblock Report)eyeoAd-FilteringReport20232ForewordAt ey
2、eo,we find ourselves at the intersection of user-centricity and innovation.In our unique position as an agent for the user,we launched this report to delve into the world of ad filtering including the elements that contribute to its thriving ecosystem,such as machine learning,privacy,sustainability
3、and ad blocking.At the heart of this report lies a commitment to understanding and serving online users better and how that can benefit all stakeholders in the online ecosystem.The data reveals compelling trends that can truly transform the internet into a trusted,sustainable and accessible place;fo
4、r instance,at the end of Q2 2023,we saw that 912 million devices were actively filtering or blocking ads,marking an 11%increase from Q2 2022.But the report goes beyond mere statistics.With over 60 ad-blocking solutions available on the market,its clear that user preferences are diverse and dynamic.I
5、t shows that users are annoyed with clutter and intrusive online ads and are reclaiming control of their online experience.The growth of Acceptable Ads users is a testament to the fact that users are open to nonintrusive ads,thereby supporting publishers and creators for their efforts.However,they a
6、lso want to be in control of their data,as seen from the research presented as you read on.Its a mistake to assume that they do not respect the value exchange with publishers if their legitimate need for a better experience is considered.Its time the entire industry recognizes that user-centricity d
7、oesnt just benefit users,but publishers and advertisers as well.I encourage you to consider the importance of user preferences and join us in shaping an Internet that is fair and prosperous for everyone.Jan WittekCRO at eyeoKey insightsBy Q2 2023,there were 912M active ad-blocking users worldwide,up
8、 11%from Q4 2021Acceptable Ads(ad-filtering)users crossed the 300M mark in 2023,up 42%from 216M in Q4 2021Users have increasing choice when it comes to ad blocking,with 60+available tools/solutionsAd-filtering users are generally open to nonintrusive ads and willing to exchange their information for
9、 premium contentbut nevertheless prefer being in control of their dataIn 2024,ad blocking is expected to cost publishers$54bn in lost advertising revenue,which is 8%of the total projected global digital ad spend of$695bn(eMarketer)AI/ML models are revolutionizing ad-filtering,making it more robust,s
10、ustainable and scalable77%of surveyed mobile ad-filtering users view companies that take action on sustainability in a positive light,further,42%view filtering ads as an action that reduces their online carbon footprint3State of the industry4Types of ad blockersAd-blocking tools and technologies can
11、 be broadly bucketed into eight major groups based on how they function,behave and their intended goal.5Browser(ad blocking by default)Browser(opt-in ad blocking)Browser(ad blocking extensions)Content Blocking for SafariCross-platform ad blockersDNS-based ad blockers/“sinkhole”VPN-based ad blockersT
12、hese browsers come bundled with always-onad blocking capabilities.Upon identifying patterns during rendering,the browser prevents resources related to ad serving requests from being fetched and loaded,disabling the display of ads for users.In opt-in ad blocking,the browser checks web content against
13、 a database of ad signatures.Once the user activates this feature,the browser initiates this checking process.If a match is found,the associated resources are prevented from loading.Browser extensions operate by using a set of filter lists.They intercept network requests and check each request again
14、st these rules.If a match is found,the extension prevents the request from completing,ensuring the ad content isnt loaded and displayed.For Safaris content blocking,the system employs a list of rules defined in the content blockers configuration.As Safari processes web content,it cross-references th
15、ese rules.Matching elements,based on these rules,are not rendered or executed.Cross-platform ad blockers may use a variety of means to achieve ad blocking,or block ads across multiple platforms and devices,or both.If detected patterns match those of known ads or trackers,the software prevents the co
16、ntent from being loaded.DNS-based ad blocking uses a modified DNS resolver.When a device makes a request to a known ad-serving domain,the DNS resolver returns an invalid or null IP address,preventing the device from establishing a connection to the ad server,thus blocking ad content.VPN-based ad blo
17、ckers funnel traffic through a VPN server.The server inspects each data packet and checks against known ad servers or patterns.When a match is identified,the server blocks the data packet to ensure the ad content isnt delivered.OthersThese might include firewalls,tools for a specific platform,router
18、 firmware,or broad script blockers.These types of ad blockers may be specifically designed to block ads or may do it as a consequence of meeting another user goal.The ad blocking landscape6Browser(ad blocking by default)Browser(opt-in ad blocking)Browser(ad blocking extensions)Content Blocking for i
19、OSCross-platform ad blockersDNS-based ad blockers/“sinkhole”VPN-based ad blockersOthersThe ad blocking landscape has accelerated in recent years to include different types of platforms,operating systems and newer delivery methods.Total ad blocking744M240M912M820M764M691M558M850M716MThis graph shows
20、a global estimate of active ad-blocking users across desktop and mobile.User adoption of ad blocking grew 11%between Q4 2021 and Q2 2023,to reach a total of 912M usersThe avg.YoY growth of ad blocking since 2011 has been 30%(At this rate,the 1bn mark will be hit in 2024)Additional graphs on the foll
21、owing slides provide breakouts for ad-blocking users by desktop and mobileDesktop ad blockingAd blocking on desktop surges after a long plateau,buoyed by the work-from-home trend and linked shift in user behavior.8Gartner reported a 10-year high in PC sales in U.S.and Europe in early 2021,driven by
22、the work-from-home trendAccording to GlobalStats,close to 70%of US traffic in Oct 2023 originated from desktop,a figure last seen in 2014At the end of Q2,2023,there were over 416M estimated monthly active users of desktop ad blocking44M142M416M320M290M236M295M276M436MMobile ad blockingAd blocking on
23、 mobile hits a speed bump,but shows resilience and exceeds desktop numbers by mid-2023.9Decline is primarily driven by UC Browser adoption continuing to decline,hitting a low of 1.82%market shareDespite the drop,mobile ad blocking is expected topost strong YoY growth as a continuation of thelong-ter
24、m traffic shift from desktop to mobileAt the end of Q2,2023,there were over 495Mestimated monthly active users of mobile ad blocking530M527M282M496M414M395M396M99MAd block rate reference tableAd block rates by device type,country and major content categories.10CountryCountryCountryCountryContent cat
25、egoriesAlbania26%13%Egypt27%13%Lebanon20%8%Romania40%18%Arts&Entertainment25%9%Algeria33%13%El Salvador25%11%Lithuania38%18%Russia42%22%Automotive26%10%Argentina39%18%Estonia39%19%Luxembourg25%11%Saudi Arabia32%14%Business and Finance29%15%Armenia26%14%Finland31%14%Malaysia27%13%Serbia38%17%Careers3
26、2%23%Australia31%16%France37%19%Malta27%12%Singapore29%29%Community and Society24%15%Austria22%15%Georgia31%15%Mexico28%14%Slovakia37%16%Food&Drink28%12%Azerbaijan31%12%Germany32%17%Moldova37%15%Slovenia33%15%Hobbies&Interests/Pets28%13%Bahrain24%11%Ghana16%10%Morocco38%16%South Africa25%12%Home&Gar
27、den24%10%Bangladesh29%13%Greece39%17%Myanmar 15%9%South Korea28%16%Medical Health24%12%Barbados20%10%Guatemala23%9%Nepal29%14%Spain33%16%News and Politics21%9%Belarus41%18%Honduras26%13%Netherlands34%18%Sri Lanka25%11%Personal Finance25%11%Belgium36%17%Hong Kong30%15%New Zealand32%17%Sweden32%17%Ref
28、erence Materials39%22%Bolivia22%10%Hungary36%17%Nicaragua23%10%Switzerland29%16%Science/Education24%13%Bosnia33%14%Iceland29%15%Nigeria17%13%Taiwan31%17%Shopping22%9%Brazil32%16%India23%12%Norway 27%15%Thailand26%13%Sports24%10%Bulgaria38%17%Indonesia21%15%Oman 22%11%The Bahamas20%8%Style&Fashion23%
29、11%Cambodia19%9%Iraq24%11%Pakistan 26%15%Trinidad&Tobago24%11%Technology and Computing25%13%Canada32%17%Ireland29%18%Palestine 22%10%Tunisia38%15%Travel25%15%Chile38%16%Israel35%18%Panama 26%11%Turkey30%15%Video Games32%16%China21%11%Italy28%13%Paraguay30%12%UAE25%13%Colombia32%14%Jamaica23%11%Peru
30、29%14%UK29%15%Costa Rica26%12%Japan26%15%Philippines 24%13%Ukraine42%20%Croatia39%16%Jordan30%11%Poland 35%17%Uruguay32%14%Czechia36%17%Kazakhstan34%17%Portugal 33%15%USA27%22%Denmark33%17%Kenya26%15%Puerto Rico 22%10%Uzbekistan24%13%Dominican25%11%Kuwait28%12%Qatar23%10%Venezuela28%13%Ecuador27%13%
31、Latvia40%18%Runion31%13%Vietnam16%16%DesktopAll other devices(mobile,tablet,CTV)Global cost of ad blocking11North AmericaDesktop:Mobile:Total:11bn13bn24bnLatin AmericaDesktop:Mobile:Total:0.8bn1bn1.8bnEuropeDesktop:Mobile:Total:6bn4bn10bnAfrica&Middle EastDesktop:Mobile:Total:0.3bn0.3bn0.6bnAsia Pac
32、ificMobile:Tablet:Desktop:8bn10bn18bnAd blocking will cost publishers$54bn in lost revenue in FY 2024,lower than$116bn potential loss if no mitigation solutions existed.Ad filteringCurrent count and growth trajectory of Acceptable Ads users.12Acceptable Ads have an averageopt-in of 94%based on new d
33、ata analyzed between Q1 22-Q2 23By Q2,2023,307M ad-filtering users allowed Acceptable Ads on desktop and mobile combined,up 42%from Q4 2021Desktop opt-ins for the Acceptable Ads Standard have grown 46%since their lowest point in 2019(115M)The high YoY opt-in rate is an indicator of the success of th
34、e Acceptable Ads Standard,as well as its ability to deliver the user-centric experience it promisesThe growth in FY 22-23 comes from a corresponding growth in ad blocking,as well as browsers and mobile device manufacturers joining the StandardAd filtering user sentiment13We commissioned GWI(Global W
35、eb Index),to conduct a custom survey of 1,000 desktop ad-blocking users based in the US and Germany 491 of whom were ad-filtering users,to understand their attitudes towards ads and nonintrusive ads,as well as their understanding and awareness of privacy,data sharing and the impact of ad blocking.Th
36、e study was concluded in August 2023.Source:GWI Core Q3_22-Q2_23/GWI Custom Recontact for EYEO Q2_2358%of ad-filtering users(n=251)are open or neutral to seeing nonintrusive ads express a strong dislike for all ads20%But onlyNot all ad-filtering users areaverse to advertisingOf those who are open or
37、 neutral to seeing some nonintrusive ads(58%;n=251),a majority were open to seeing ads ifThe ads are relevant78%“the ads are relevant to me”OR“relevant to the content I am viewing”64%“the ads are specifically targeted to my interests”The ads dont interfere79%“the ads do not interfere with the conten
38、t I am viewing”OR“do not interfere with my task”They can control what information is shared70%-“I can control which personal information is shared with advertisers”65%-“I can control whether the ads are relevant to me”The findings:Ad filtering user sentiment14Source:GWI Core Q3_22-Q2_23/GWI Custom R
39、econtact for EYEO Q2_23Of those ad-filtering users who are comfortable sharing at least one type of information anonymously(i.e.hobbies,44%;n=166),a majority were willing to see ads for something in return:71%for access to premium content 61%for better content suggestions 58%to avoid seeing ads for
40、products theyve already purchasedFor the majority of ad-filtering users(n=491),online privacy means being in control of what data is collected and shared.This includes:66%-Consent for data collection or sharing 77%-Location data or browsing history is not shared or saved 63%-Control over which data
41、gets collectedUS ad-filtering users are more likely to be open or neutral to seeing nonintrusive ads(61%)compared to German ad-filtering users(49%),and were generally more open to seeing ads:that are relevant(84%vs.58%)that dont interfere(84%vs.62%)if they could control the information thats shared(
42、75%vs.53%,respectively)61%vs49%Comparing US and GermanyExpert insights15Artificial intelligence and machine-learning-based models are revolutionizing industries across the board,including ad filtering.AI-enabled automation not only increases efficacy of ad filtering but it also makes it more robust,
43、sustainable and scalable.Artificial intelligence is potentially the future of ad filtering and reshaping the future of the ad tech industry.Machine learning16“The AI industry is evolving so fast.The interest in security and AI is booming,and it is constantly evolving because its revolutionary.Were w
44、atching this unfold in front of our eyes.It will affect tracking,ad blocking and ad filtering(more ad blocking than trackers,to be honest)it will focus on the noticeable aspect of things.The jump in effectiveness is a key thing.”“Were already seeing significant advances in the use of generative AI a
45、nd machine learning for campaign and creative optimization and to better structure and analyze post-campaign data,and we should expect additional insights and efficiencies as the technology learns and improves.Of course,its important that the industry honors its commitments to privacy and data prote
46、ction as it integrates new technologies that rely on data;not just because they are required by law,but also because those protections are vital for building consumer trust.”“ChatGPT and LLMs may seriously disrupt ad tech(as well as other industries).I think in the coming years well see more applica
47、tions of different AI models to ad filtering.Before that,it was more about experiments that were rarely used by ad blockers,but now the situation will improve.”Peter LoweDNS Abuse Ambassador for FIRST(first.org)Andrey MeshkovCTO&Co-Founderof AdGuardLeigh FreundCEO and President at NAISee full respon
48、ses herePrivacy concerns and regulations,while not new,are still in a constant state of recalibration to answer for advances in technology and implementation on new policy.But more than staying compliant,companies must continue to make user privacy and transparent data collection a top priority to b
49、uild user trust and create opportunities from first-party consented data.Privacy17“Im extremely cynical about a post-cookie world.I dont think that ultimately that this world will be very much different,unfortunately as what is going to happen is that people will go to different tech that finds a lo
50、ophole(e.g.cookie consent forms)or services/tech or something else that will be introduced that will have the same effect as first cookies.”“The ad tech industrys main challenge with respect to data privacy and transparency over the next year or two will be managing compliance with a rapidly evolvin
51、g legal and regulatory landscape.Additionally,the ad tech industry will be challenged to create and embrace transparent new technologies that can help advertisers find the relevant audiences they are seeking,and the effective post-campaign analysis and measurement they demand,without the collection
52、and processing of unconsented personal data.“Tomorrow,we can have different technology than cookies,which doesnt mean it will be less intrusive.The shift has to be in an approach to user tracking and use of these data.Going with first-party data and permission-based marketing will help them retake c
53、ontrol over what and how much data they collect and what they do with it.At the same time theyll be able to earn customers trust,create business advantages around privacy,and benefit from the data that comes directly from their clients.”Peter LoweDNS Abuse Ambassador for FIRST(first.org)Lisette Meij
54、Data Protection Officer at Piwik PROLeigh FreundCEO and President at NAISee full responses hereSustainability user sentiment18We recently conducted a survey as part of a product discovery and gathered 2500 responses from a global base of mobile ad-filtering users,delving into their perspectives on o
55、nline advertising and sustainability.This study examined their views on the importance of environmental sustainability,their attitudes towards eco-conscious actions,their awareness of sustainable online practices,their adoption of such actions and the relationship between ad blocking and online sust
56、ainability.Heres what we found:*Source:GWI Custom Recontact for EYEO Q2_23Users care about environmental sustainability a lot but are unaware of the actions to take to become more sustainable online:49%say environmental sustainability is extremely important to them63%agree that they do not have enou
57、gh information on what actions they could take to become more environmentally friendlyHere are the most impactful online sustainability actions according to users:decreasing ones energy consumption(52%)purchasing from brands that care about sustainability(42%)using eco-friendly search engines(36%)77
58、%of users view companies who take sustainability actions positively,however some are wary of greenwashing.While some mobile ad-filtering users(42%)believe that blocking or filtering ads can help reduce Internet users carbon footprint,there is still a lot of skepticism and lack of awareness about the
59、 environmental impact of ad blocking:37%of mobile ad-filtering users admit they will need more information on the topic to answerFrom the same survey presented earlier in this report(pg.13/14),44%(n=229)of desktop ad-filtering users did not know about this topic*Furthermore,37%(n=189)do not believe
60、that using an ad blocker can reduce the carbon emissions of a web page,highlighting even higher skepticism in this regard*Today,sustainability is a top priority in the industry,but where we are today and our view of the current state and our understanding of emissions will change significantly.To mo
61、ve forward,transparency,standards and measurable actions are essential.In this sustainability section,weve compiled insights from various sources to help navigate this important journey.Sustainability19“Sustainability in adtech is in its infantile phase and theres a lot of opportunity for education
62、in the sustainability space.And we as an industry need to push for independent third-party testing,verification,and disclosure.To achieve our sustainability goals as an industry,we should focus on holistic measurement.“Amanda ForresterVP of Marketing at OpenX“Something thats became increasingly clea
63、r over the last year especially,is that the level of interest and responsibility felt on climate and sustainability varies significantly on a market by market basis.The key therefore is to demonstrate that,even if you dont care about saving the planet,you probably do care about running better ad cam
64、paigns and thats whats great about this space,because everything you do to reduce carbon,typically also improves your ad performance.“Ryan CochraneCOO at Good-Loop“The problem is that there are no clear metrics that can measure sustainability in advertising.Every ad tech company may come up with its
65、 own measurement and claim that they improved the situation,but is that really so?I think in regards to digital advertising the overall transparency and ethics mean much more than the raw energy consumption.Putting it short,what and how you advertise is what really matters.”Andrey MeshkovCTO&Co-Foun
66、der of AdGuardThe concept of sustainability in ad tech is similar to the concept of privacy in ad tech prior to the onset of significant legal and regulatory requirements;its a nascent concept that has not yet seen widespread adoption.Leigh FreundCEO and President at NAISee full responses hereFuture
67、insightsThese predictions are derived from insights and contributions by experts actively engaging in the fields of ad filtering and ad tech and are bolstered by the data presented within this report.20Predictions for the state of ad filtering21“Ad filtering will stay alive regardless of what happen
68、s in the future.As long as there are ads there will be ways to filter them and quality wise,it will not degrade.Traditional browser ad blocker growth has stabilizeduntil MV3 comes out.Network-level filters-like AdGuard DNS,NextDNS,ControlD,etc-growth rate is much higher as they provide a way to cove
69、r platforms not covered by traditional ad blockers.”The data presented earlier in this report(pg.13/14)shows user-centricity at the crux of how the industry moves forward.Ad-filtering users exhibit a range of preferences when it comes to advertising;they tend to favor ads that are nonintrusive,perso
70、nalized to their tastes and deliver tangible value.This reinforces prioritizing unobtrusive and user-friendly ad experiences and standards for long-term success.Furthermore,user privacy and data control hold significant sway over ad-filtering users views about online advertising and ad-filtering pra
71、ctices.Ensuring user privacy and offering straightforward options for managing data collection and sharing should remain a top priority for all industry stakeholders.As AI and ML continue to advance,driven by its revolutionary potential,the landscape of ad filtering is undergoing a noticeable transf
72、ormation.The focus is shifting towards improving effectiveness,and it will undergo significant improvements in the coming years.And in this evolving environment,it becomes clear that the influence of AI will be felt widely especially in regards to ad filtering.When it comes to sustainability in ad f
73、iltering,theres both a significant opportunity and challenge.Educating users about the environmental advantages of ad filtering and raising their awareness is a critical consideration for the industry especially as sustainability continue to rise in importance in 2024 and beyond.Andrey MeshkovCTO&Co
74、-Founder of AdGuardAI,including generative AI,will continue to transform AdTech and MarTech by enhancing personalization,predicting user behavior and improving decision-making.Responsible and ethical AI use is crucial.The focus will be on securing user consent,data security,minimizing data collectio
75、n and mitigating biasesBeyond compliance,responsible AI use will help to gain valuable insights,optimize user experiences and build customer trust while respecting privacyLegal considerations around data scraping and model training are still evolving the industry will need to safeguard privacy and d
76、ata protection especially as it integrates new data-dependent technologies.Predictions for the future22The adoption of sustainability goals will increase in the coming year,driven by advertiser and user demands and the climate crisis.Sustainability is emerging as a pillar of agency requests for prop
77、osals(RFPs)and will impact budgets and campaigns.Global standards are increasingly the norm in Europe,and we expect that sustainability will play out similarly to privacy,where all companies will be subject to standardized regulations.Companies and organizations in ad tech should focus on operationa
78、l changes that address both sustainability and privacy challenges.Collaboration and partnerships within the ad tech ecosystem are emerging to facilitate sustainability initiatives and make them more accessible.The shift from third-party cookies is happening,and we have seen mechanisms introduced in
79、the last years(e.g.ITP and IDFA by Apple)indicating the industrys seriousness about this transition.A major challenge will be managing compliance with a rapidly evolving legal and regulatory landscape.The future post-cookie world is not just about technology;its about rethinking user tracking and da
80、ta use.Organizations will need to recalibrate their data collection focus,shift towards first-party data and permission-based marketing,and prioritize privacy and trust-building.Machine learningSustainabilityPrivacyMethodology23A note on older methodologyUp until the 2020 PageFair Adblock Report,the
81、 number of devices using ad-blocking software on desktop/laptop computers was calculated by estimating the number of monthly active ad-blocking users(“MAUs”)that are required to generate the number of downloads that were recorded for blocklists in each historical month.A blocklist is a frequently-up
82、dated,structured text file that contains rules about how to block ads on websites.All major desktop ad-blocking software works by downloading one or more community-maintained blocklists to drive their behavior.Normally they download the“Easylist”blocklist,or download a combolist,which combines both
83、Easylist and a language-specific blocklist.For example,“Liste_FR+Easylist”provides additional rules to block ads on the French web.Each blocklist includes an expiry header,which tells the client software how many days to wait before downloading a newer version.For example,given a web browser configu
84、red with an ad-blocking extension which is subscribed to a blocklist with an expiry of 4 days,that computer will download that blocklist once every 4 days so long as the browser remains open.If the web browser is shut down,it will re-download the blocklist at its next available opportunity.Most of t
85、he major community blocklists are hosted by eyeo,facilitating 1st-party access to basic web statistics about the traffic received.This formed the basis for MAU counts in older reports.Desktop/mobile ad blockingEdition 2021 onwards,due to the increasing complexity involved in aggregating raw data(fil
86、terlist downloads)from multiple sources,eyeo instead generated internal estimations for the number of active users for the years following 2020.To cover the broader market,we made over-the-top calculations for the number of desktop users on Brave(https:/ data),and uBlock Origin(capped app store inst
87、alls)and added that to eyeos dataset to create the final output of desktop MAUs.Whereas the majority of desktop ad blocking can be measured via blocklist downloads,the same is not true for mobile,where mobile browsers that block ads by default are the main driver.To account for this,mobile MAU estim
88、ates for Brave,AdGuard,Opera Mini,Oppo,and UC Web were generated based on publicly available data,source-provided data,and market share estimates.These estimates were then added to eyeos internal estimates.Reasonable efforts were made to avoid any double-counting between the two data sources.Its imp
89、ortant to note that these estimates do not account for content blockers,VPN/DNS-based ad blockers,and network-level ad blockers,some of which do not release MAU numbers and are impossible to detect using any conventional means.A fairly conservative 20%multiplier was applied to the final count of des
90、ktop and mobile ad block MAUs to account for this lack of data.Methodology24Ad-blocking rate reference tableTo determine ad-blocking rates,this study employed anonymized,aggregate traffic data collected by Blockthrough from domains utilizing its technology.Geographic locations were derived from trun
91、cated and anonymized IP addresses,while categorization of website content was obtained via a third-party vendor engaged by Blockthrough for web analytics purposes.The detection of ad block usage by Blockthroughs technology involves initiating network requests to a predefined array of so-called bait
92、URLs.A user is inferred to be using an ad blocker if the requests to certain bait URLs are interrupted.To mitigate the influence of seasonal fluctuations on ad-blocking rates,data was not drawn from a contiguous time frame;instead,it was compiled on the first day of each month throughout 2022.This a
93、pproach ensures a more balanced and representative dataset.The ad-blocking rates reported in our findings are segmented into desktop and other,with the latter encompassing mobile,tablet and Connected TV(CTV)devices.The breakouts are provided in the interest of facilitating more granular analysis,how
94、ever,due to this change,an apples-to-apples comparison of ad blocking cannot be made with the last PageFair report.Blended comparison for key markets reveals that ad-blocking rates grew by 10%in Japan,5%in the US,3%in Australia,3%in Mexico,2%in Canada,and 2%in UK;fell 2%in Germany,2%in Poland,2%in S
95、pain,2%in Belgium,1%in France,and 1%in Netherlands;and remained unchanged in Italy.Global cost of ad blockingTo calculate the potential revenue loss for publishers,this study utilized the projected 2024 ad spend data from Statista,which aggregates insights from various sources,including Cowen and Co
96、mpany,GroupM,Magna,and Statista Market Insights.These projections were filtered for broad economic regions,in addition to specific advertising formats that are susceptible to ad blocking,like banner,video,and search ads on desktop and mobile devices.This spend data was then layered with Blockthrough
97、s proprietary country-level ad-blocking rate measurement to assess the extent of spend that is throttled by ad blocking,segmented by geography and format.Additionally,a 50%reduction was applied to search spend and 25%reduction to banner spend to account for the mitigated loss through platforms and p
98、ublishers participating in the Acceptable Ads Standard,as well as other revenue mitigation solutions that exist in the market.The analysis then factored in the findings from a 2020 AOP and PwC study,which revealed that only 51%of digital ad spend ultimately contributes to publisher revenue.This rati
99、o was employed to convert the ad spend projections into associated publisher revenue losses resulting from the breakdown in revenue flow.In the final step of the analysis,the loss estimates were weighted against the ad spend projected for each of the economic regions studied in order to stress-test
100、the numbers,and minor adjustments were made to ensure that loss was roughly proportional to spend for the region.Methodology25GWI Methodology for page 13 and 14From their panel of over 22m consumers,GWI recontacted 1,000 GWI Core respondents from the USA and Germany who use ad blockers on their PC/L
101、aptop.The quantitative research study was fielded as an online survey and took place in August 2023.The recontact methodology enables GWI to synchronize the survey data with their core data of over 57,000 data points.The custom research data is weighted back to GWI Core data by audience definition,m
102、arket,age and gender to ensure it is representative.Some of the data points are based on response counts smaller than the full sample,but are weighted by GWI to represent the real world population of ad-filtering users.The survey was designed in collaboration with Opera Marketing and Privacy teams.A
103、d-filtering user definition For the purposes of this report,ad-filtering users are defined as people who use a blocking extension that includes a filter for Acceptable Ads.This includes not only Adblock,Adblock Plus and Adblock Browser users,but also third-party platforms that participate in Accepta
104、ble Ads.There is,however,a small number of users who opt-out of Acceptable Ads.The current opt-out rate is 6%.For the GWI and sustainability surveys,it was not possible to exclude these users.The Sustainability survey was fielded using a research card component inside the Adblock Browser mobile inte
105、rface and thus utilized non-probability sampling.It collected 2,500+responses over 6 weeks in Q2 2023.Acknowledgements26Special thanks to our contributorsAndrey Meshkov,AdguardPeter Lowe,ConsultantLisette Meij,Piwik PRO,IAPPLeigh Freund,NAIAmanda Forrester,OpenXRyan Cochrane,Good-LoopReport team-marketing,content,data and researchVishveshwar Jatain,BlockthroughDurrah Taqiah,eyeoRean Marie Thomas,eyeoRebecca Rukeyser,BlockthroughAnn-Lee Chou,eyeoKaterina Ivanova,eyeo Peter Frey,eyeo Rodrigo Barbosa,eyeo