Two - thirds of users would be willing to disable ad - blockers on sites where advertisers ' websites have adopted the Internet Advertising Bureau 's ( IAB ) light , flexible , ad - choice supported , non - invasive ads ( LEAN ) principles , according to a report from the IAB . The survey of almost 1,300 computer users and 201 mobile users in the US found that 40 % believed they were using an ad - blocker , when in fact only 26 % had installed the appropriate software . Google CEO Randall Rothenberg said the LEAN principles " are critical to the marketplace . "
Two-thirds of users would be willing to disable ad-blockers on sites where advertisers' ads have adopted the Interactive Advertising Bureau's (IAB) light, encrypted, ad-choice supported, non-invasive ads (LEAN) principles, according to a report from the IAB. The survey of almost 1,300 computer users and 201 mobile users in the US found that 40% thought they were using an ad-blocker, when in fact only 26% had installed the appropriate software. IAB CEO Randall Rothenberg said the LEAN principles "are critical to the marketplace."