Global publishers expected to face $54B revenue loss in 2024 due to ad blocking

A recent report from ad-filtering technology group eyeo and its subsidiary Blockthrough predicts that publishers worldwide are poised to suffer an estimated loss of $54 billion in ad revenue in 2024, constituting around 8% of the total global ad spend. Previously known as the PageFair Adblock Report, the report now renamed the Ad-Filtering Report, delves into ad-blocking trends and user behaviors.

The study suggests that if ad-filtering tools allowing users to view only non-intrusive ads didn’t exist, the projected losses could soar to a much higher figure, reaching $116 billion. The research methodology relies on anonymized aggregate traffic data collected by Blockthrough from various domains to ascertain ad-blocking rates.

A notable trend highlighted in the report is the increasing number of users opting for Acceptable Ads, a specific form of ad filtering. In 2023 there was a significant surge, with 300 million users opting for Acceptable Ads, marking a robust 42% growth compared to 216 million in Q4 2021.

The report underscores the transformative role of artificial intelligence (AI) and machine learning (ML) models in reshaping ad-filtering mechanisms, making them more sustainable and scalable. However, it also acknowledges challenges faced by platforms such as YouTube, which recently implemented measures against ad-blocker users.

While users leverage ad filtering to maintain control over their online experience and avoid intrusive ads, the report emphasizes the existence of a middle ground. Users are open to nonintrusive ads, provided they are relevant and tailored to their interests.

The report sheds light on the escalating significance of ad-blocking trends and the evolving dynamics among users, publishers, and advertisers within the digital advertising realm.

Additionally, a significant portion of global digital advertising expenditure is at risk due to ad fraud in 2023, according to a study. It reveals that approximately 22% of the entire digital ad spend and 30% of the budget allocated for mobile advertising are susceptible to being lost to fraudulent activities.