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By Neera from Blockthrough

2021 PageFair Adblock Report





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2021 PageFair Adblock Report
By Neera from Blockthrough • Issue #6 • View online
Hello and welcome to the May issue of our newsletter!
Today, we’re excited to announce the release of the 2021 PageFair Adblock Report, the seventh edition in this series of reports.
In addition to the latest estimates of adblocking on desktop and mobile, region-wise adblock penetration, and analysis of adblock countermeasures used by top publishers, the report also includes insights from a new survey conducted on 5,423 US Internet users.
Here are some key insights from the report:
  • By Dec 2020, 843M devices were blocking ads globally, with 10% YoY growth on mobile and 8% on desktop.
  • Our user survey reveals a massive discrepancy between self-reported US adblock rates and those recorded on sites (40% vs. 15-20%); we hypothesize that much of this is attributable to the “dark matter of adblocking”, i.e., the growing popularity of especially zealous adblocking tools that block the technologies publishers use to detect them.
  • More adblockers are supporting Acceptable Ads; the number of users on adblockers supporting Acceptable Ads grew 435% on mobile and 54% overall between 2019-2021.
  • US publisher adoption of Acceptable Ads as their preferred adblock monetization strategy continued to grow; 52% of the top 100 US publishers impacted by adblocking now monetize users with Acceptable Ads, including 9 of the top 10.
To learn more, download your copy now.
On another note, if like many other publishers, you’ve been worried about the release of Google’s Core Web Vitals update and how it will affect your search traffic—you can breathe a sigh of relief. SEJ recently reported that Google has decided to push the rollout to mid-June (read more in the news section below).
Here’s what else you’ll find in this newsletter:
  • An introduction to the most popular ID solutions that are being positioned as an alternative to third-party cookies
  • A comparison of client-side vs. server-side integrations used in header bidding and how to make the right choice
We hope you enjoy this issue. As always, if you have any feedback about this newsletter, just hit reply and send me your thoughts!

Latest articles from our blog
2021 PageFair Adblock Report
Identity in ad tech: Meet the cookieless ID solutions
Header bidding integrations: Client vs. server-side, explained
What's making news in ad tech
DuckDuckGo promises to block Google’s latest ad-tracking tech
Why temporary email apps could disrupt identity tech and publishers’ first-party data strategies 
Google Page Experience Algorithm Update Launching in Mid-June
Research shows EU citizens understand and appreciate the ad-supported Internet
Digital spend on leading platforms bounces back to pre-pandemic growth
About Blockthrough
Blockthrough is the market leader in adblock revenue recovery and the most popular solution among the top 150 US-Comscore websites. We help publishers monetize their adblocked audience using Acceptable Ads, while respecting user choice and experience.
Finalist, Best Early Stage Technology Company, AdExchanger
Finalist, Best Sell Side Innovation, The Drum
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Neera from Blockthrough

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