Digital publishers could make losses of up to $ 27bn in the next five years as the prevalence of ad - blockers among millennials and younger consumers increased , according to a new study by Juniper Research . The report also highlighted the inclusion of ad - blocking devices by network providers and the threat of in - app blockers as causes for concern , with smaller publishers most at risk . Mobile network , however , 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.