The Interactive Advertising Bureau (IAB), which is at the forefront of the industry's efforts to solve the problem, commissioned C3Research to gauge the views of nearly 1,300 computer users and 201 mobile users in the US. 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 ' 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 . "