What is AdBlocking:
Users download an extension to their browser to prevent digital adverts appearing when browsing online.
30% of younger audiences (18-34), such as younger PMMs have ad-blocking software installed on their browser. Increase in usage among users who are 45+. Top markets using ad-blocking software are France and Germany followed by Canada, Spain, Netherland and the UK.
Ad-blocking is not yet at a scale to have a noticeable impact on online marketing campaigns. You do not pay for any blocked impressions – they are re-delivered to users without ad-blocking software.
What you can do:
Do not force users to install ad-blocking software e.g. prevent booking of “disturbing” media ad placements and formats, add value for the user when creating ads.