Sir Martin Sorrell , CEO of WPP , has suggested that ad - blocking is not yet a threat to companies ' business 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 Google Choice from the App Store , it does not prevent the possibility of more in future . Both Sir Martin’s and the Mail Online’s Nevertheless , the WPP boss 's claim that most of the revenue being lost to ad - blocking is from desktops rather than mobile was supported by a report from Adobe and PageFair , which indicated that over 98 % of ad - blocking happens on PCs compared to 1.6 % on mobile devices .
Sir Martin Sorrell , CEO of WPP , has suggested that ad - blocking is not yet a threat to companies ' business 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 Google Choice from the App Store , it does not prevent the possibility of more in future . Nevertheless , the WPP boss 's claim that most of the revenue being lost to ad - blocking is from desktops rather than mobile was supported by a report from Adobe and PageFair , which indicated that over 98 % of ad - blocking happens on PCs compared to 1.6 % on mobile devices .