Digital publishers could make losses of up to $27bn in the next five years as the use of ad-blockers among millennials and younger consumers increases, according to a new study by Juniper Research. The report found that ad blocking is becoming more popular with young people who are increasingly turning away from traditional TV services such as Netflix or Amazon Prime Video. Mobile network, Three, has already announced its plans to introduce ad-blocking to all its customers, other operators are expected to follow suit.
Digital publishers could make losses of up to $27bn in the next five years as the use of ad-blockers among millennials and younger consumers increases, according to a new study by Juniper Research. The report also highlighted the inclusion of ad-blocking software by network providers and the threat of in-app blockers as causes for concern, with smaller publishers most at risk. Mobile network, Three, has already announced its plans to introduce ad-blocking to all its customers, other operators are expected to follow suit.