Since the adblocking explosion in 2013, every corner of the digital advertising ecosystem has had to ask hard questions about the viability of its revenue models. Regardless of your position on the issue, the industry-wide reaction to this phenomenon is causing many to believe we are on the edge of a watershed change. We have compiled a batch of data to present a broad perspective of the impact of adblocking thus far, and, if unimpeded, where it has room to grow. Follow us on Twitter @ironSource! Learn more about ironSource: www.ironsrc.com

1. Adblocking
InNumbers
48%ofmenaremore
likelythanwomento
useadblockplug-ins
Global Desktop
Browser MAU’s:
Popular Adblockers
Safari 9M Users
Firefox 48M Users
Chrome 126M Users
Digicel13.6M
networkreachintheCaribbean
3 Hutchison 87M
potentialreachworldwide
*Only deployed in Italy and the UK
Safari
Purify
Firefox
Adblock Plus
Chrome
Adblock
User Profile:
Industry Profile:
Globaldesktop
adblockinggrowth
41%of GenerationZ
(18-29year-olds)use
adblocksoftware
200Mactiveusersusingadblockingglobally
Desktop Browser:
Platform Breakdown
Mobile Browser:
Q42015
*Dataonglobalmobileweb
browsingonly
Carrier Breakdown
ofallwebbrowsingis
doneondesktop
ofdesktopusershave
blockedanad
42% haveusedan
adblocker
37% areinterestedin
adblocking
21% arenotinterestedin
adblocking
Jan2013 Jan2014 Jan2015
Sources: PageFair,Adobe,comScore,GlobalWebIndex,Flurry,AddThis,eMarketer
54M
121M
181M
+50%
62% 38%
+124%
21%
37%
42%