Research

Ad Blocking Benchmarks for Digital Publishers

Thanks to everyone who took the ad blocking survey last week! As promised, the results are posted below.

Ad Blocking Survey Design

There were 57 participants who took part in the survey over the course of ten days. I promoted the survey through various channels, including Twitter, LinkedIn, the Ad Ops subreddit, the AdMonsters forum, and naturally on this site. The survey itself was powered by SurveyMonkey. Here’s how it breaks down in terms of respondent referral source:
Ad blocking survey respondents

Because I also ran this survey as anonymous by design, I can’t make any statement about how many of these publishers are big, premium brands, and how many are smaller shops. That said, Ad Ops tends to be a community that serves larger publisher organizations so my expectation is that we’re looking at trends that reflect professional publisher organizations and not amateur shops.

Summary: Publishers Concerned, Ill-Prepared for Ad Blocking Impact

At best, the survey results show publishers are just starting to confront the issue of ad blocking; at worst, they show publishers as woefully unprepared and without much of a strategy. ┬áHere are the highlights: (more…)