The Drivers and Consequences of Ad Blocking: A Self-Filtering Mechanism That Increases Ad Effectiveness
Evert de Haan
Abstract:A growing group of consumers uses ad-blocking software, preventing advertisers from reaching them and resulting in a loss of ad revenue for publishers. Ways to resolve this issue include blocking these users, disguising ads, or paying the developer of the ad blocker so that ads will not be blocked. The question is to what extent these solutions are effective and desired. This study uses an experimental setup followed by an extensive survey to answer this question. The findings show that, when banner ads are fo… Show more
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