Quick Facts:

• Ad blocking estimated to cost publishers nearly $22 billion during 2015.
• There are now 198 million active adblock users around the world.
• Ad blocking grew by 41% globally in the last 12 months.
• US ad blocking grew by 48% to reach 45 million active users in 12 months up to June 2015.
• UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015.

Since our last report, the existential threat of ad blocking has become a pressing issue in the boardrooms of publishers across the world. A concerted response is required, founded upon a renewed focus on user experience, and enabled by secure ad serving technology like PageFair’s. We hope this report will continue to help publishers, advertisers, consumer groups and technology vendors come together to define principles that support a sustainably free and open Web.

Note: the PDF and slideshare versions of the report were updated on 26 August 2015 with minor corrections. The figure in the chart on page 6 has been updated, replacing the Q2 2015 median with the June 2015 median for Germany. This brings it into consistency with the data in the tables on page 17.