In August 2015, Adobe and PageFair released a widely publicized study that left advertisers and publishers in a panic. The data revealed that ad blockers were being used by 198 million people worldwide, equating to $22 billion in lost ad revenue.
Shortly after PageFair’s study, Apple released the iOS9 operating system, which allowed mobile ad blockers. The industry had officially been disrupted, and ad blockers were the new enemy.
Contrary to what a quick Google search reveals, the threat of ad blockers isn’t as drastic as studies may suggest, and when properly targeted, display advertising is still effective…
