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, 2016, 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.