For all of the blue-skying about ad dollars shifting dramatically from linear to digital video, ad-blocking (to say nothing of fraud) remains a growing dark cloud on the horizon. A study of fourth-quarter online activity released in January by U.K. digital consumer researcher GlobalWebIndex (GWI) found the percentage of Internet users who reported blocking an ad in any given month jumped to 38% from 28% in the third quarter. GWI also found that 37% of mobile users block ads; another 42% said while they haven't used blocking tools yet, they're interested in doing so.
展开▼
