“Despite the stall in ad blocking, it’s vital the industry doesn’t take its foot off the pedal in working to provide people with a better, lighter and more considerate online advertising experience which will discourage them from blocking ads altogether,” said Mew. The publishing industry 's efforts to offer a " value exchange " to people using ad blockers is paying off , as the numbers of British adults using the systems has remained at around 22 % for the past year and may even be lower , according to the Press Advertising Association UK ’s Ad ##block Report . One in five users who had downloaded an ad blocker did not currently use it , and almost a quarter had switched off an ad blocker to see content , according to the report . However , publishers were warned to maintain high standards at a time when " society is concerned with the provenance of content and advertising " .
The publishing industry 's efforts to offer a " value exchange " to people using ad blockers is paying off , as the numbers of British adults using the systems has remained at around 22 % for the past year and may even be lower , according to the Press Advertising Association UK ’s Ad ##block Report . One in five users who had downloaded an ad blocker did not currently use it , and almost a quarter had switched off an ad blocker to see content , according to the report . However , publishers were warned to maintain high standards at a time when " society is concerned with the provenance of content and advertising " .