In a new development in the fight between publishers and ad-blockers, last week saw AdBlock Plus announce that it was launching a platform to sell “acceptable ads”.

As our midweek chart demonstrates, the criteria that these “acceptable ads” need to meet are clear to see: ad-blocker users are most likely to be engaging with this behavior out of frustration (believing that ads are annoying or irrelevant, that they take up too much space, that there are too many of them, and that they can be too intrusive).

While issues relating to privacy and device allowances/battery lives are certainly not insignificant, it’s ad-fatigue which will be the biggest determiner for people in deciding what they deem to be “acceptable”.

To find out more about the rise of ad-blocking and the motivations driving this trend, get a free summary of our new GWI Device report here.


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

Never miss a post

By subscribing you confirm you’re happy for us to send you our latest articles.