June 22, 2016 | Lucy Tozer
At a recent TechCrunch conference in New York, Till Faida, the founder of Adblocker developer, Eyeo, revealed that Adblock Plus is activated on more that 100 million devices around the world. This figure is not directly proportionate to the number of users, as users maybe using the software on multiple devices. It does however, suggest that the company is the market leader and highlights the fact that adblocking is becoming increasingly popular.
The company noted stable usage in countries such as France and Germany where “adblocking is well known” but implied that adoption rates were faster in the UK and US. A survey by KPMG found that 44% of UK adults were planning to adopt an adblocker in the next six months.
Adblocking is increasingly creating issues for online publishers who rely on advertising. Eyeo’s approach to this has been deemed somewhat controversial, as the company exercises an ‘acceptable ads’ programme, which charges larger publishers and advertising companies a fee to be able to display ‘less annoying’ ads. For information on how to tackle adblockers, take a look at our ‘Beat The Blockers’ webinar here.