The use of ad blockers in the US is steadily growing, with concerns about the technology also reported in Asia, Germany and Argentina, according to GroupM. The average global ad block user rate was about 16% early this year, according to the media company's Plista tool. Machine learning and artificial intelligence could be of some help in this arena. Google has been a vocal opponent of ad-blocking software for years, arguing that it hurts its ability to reach users who are more likely to be interested in ads. GroupM's report also predicted that the introduction of machine learning will enable digital marketers to combat fraud as effectively as the banking sector is able to within five to 10 years.
The use of ad blockers in the US is steadily growing, with concerns about the technology also reported in Asia, Germany and Argentina, according to GroupM. The average global ad block user rate was about 16% early this year, according to the media company's Plista tool. Google has been a vocal opponent of ad-blocking software for years, arguing that it hurts its ability to reach users who are more likely to be interested in ads. GroupM's report also predicted that the introduction of machine learning will enable digital marketers to combat fraud as effectively as the banking sector is able to within five to 10 years.