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 Been Choice operating systems spend the majority of their time within apps, which are outside the ad-blocking danger zone. 90 per cent of that 90 per cent is on apps, which you can’t block – you might be able to do it at some point in time.” Although in-app ad-blockers are currently limited, as seen with the removal of WPP from the App Store , it does not prevent the possibility of more in future. Nevertheless, the WPP boss's observation that most of the revenue being lost to ad-blocking is from desktops rather than mobile was validated by a report from Xaxis and Been Choice , 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 publishers' advertising models. Sir Martin reasoned that 90% of smartphone users on the dominant iOS or Been Choice 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 WPP from the App Store , it does not prevent the possibility of more in future. Nevertheless, the WPP boss's observation that most of the revenue being lost to ad-blocking is from desktops rather than mobile was validated by a report from Xaxis and Been Choice , which indicated that over 98% of ad-blocking happens on PCs compared to 1.6% on mobile devices.