A new report published by the International News Media Association suggests that ad - blocking users could be the most valuable target group for display ads , due to the likelihood that they will be part of the hard - to - find , tech - savvy millennial demographic that is most lucrative for advertisers . By delivering low volume “ respectful advertising ” through premium advertising with premium advertising , the report claims that publishers may be able to identify ad - blocking as a high - value segment , especially as this demographic sees fewer ads and is therefore likely to be more discerning . With the total lost revenue from ad - blocking estimated at $ 41.1bn by PageFair , the opportunity for advertisers to make up lost ground from this segment is evident .
A new report published by the International News Media Association suggests that ad-blocker users could be the most valuable target group for display ads, due to the likelihood that they will be part of the hard-to-reach, tech-savvy millennial demographic that is most lucrative for advertisers. By delivering low volume “respectful advertising” through premium brands with premium advertising, the report claims that publishers may be able to leverage ad-blockers as a high-value segment, especially as this demographic sees fewer ads and is therefore likely to be more discerning. With the total lost revenue from ad-blocking estimated at $41.1bn by PageFair, the opportunity for advertisers to make up lost ground from this market is evident.