Sir Martin Sorrell, CEO of WPP, has suggested that ad-blocking is not yet a threat to publishers' advertising models. Sir Martin reasoned that 90% of smartphone users on the dominant iOS or Android operating systems spend the majority of their time within apps, which are outside the ad-blocking danger zone. Ad blockers that stop ads in apps are currently in limited supply and consequently the advertising veteran has downplayed the trend’s threat. Although in-app ad-blockers are currently limited, as seen with the removal of Been Choice from the App Store, it does not prevent the possibility of more in future. The report also suggests that publishers should consider using ad blockers, but only if they can prove that they have done so responsibly and legally.
Sir Martin Sorrell, CEO of WPP, has suggested that ad-blocking is not yet a threat to publishers' advertising models. Sir Martin reasoned that 90% of smartphone users on the dominant iOS or Android operating systems spend the majority of their time within apps, which are outside the ad-blocking danger zone. Although in-app ad-blockers are currently limited, as seen with the removal of Been Choice from the App Store, it does not prevent the possibility of more in future. The report also suggests that publishers should consider using ad blockers, but only if they can prove that they have done so responsibly and legally.