The newest edition of Mary Meeker’s annual Internet Trends report from Kleiner Perkins Caufield & Byers identified adblocking as a major internet trend in 2016.
Internet advertising (particularly via mobile) continues to grow, but so does ad-blocking, pushing the envelope on development of more innovative ad formats.
Tweet chart… PageFair’s call to arms to create better ads @kpcb #InternetTrends #codecon
The investment firm, known widely for backing some of the world’s most successful startups, used PageFair’s data to illustrate the growing adoption of adblocking software around the world. PageFair’s 2015 report with Adobe explored adblock use on desktop browsers and PageFair’s 2016 report with Priori Data looked at adblock use on smartphones.
As Mary Meeker stated on the Re/code Stage, the growth of adblock on mobile devices is driven by adoption in emerging markets.
Adblocking software, especially in China, India, and Indonesia is a big deal. 420 million users in the world use adblocking software for mobile devices, up nearly 100% year to year. If there’s ever been a call to arms to create better ads, this is it. This is data from PageFair.
Tweet video… Mary Meeker: If there’s ever been a call to create better ads, this is it.
We would like to thank the Digital Growth Team at Kleiner Perkins, and especially Alex Tran, for featuring this data.
Note: The 2016 PageFair Mobile Adblocking Report was updated in November 2016 to account for corrections for in reporting error affecting Global StatCounter’s data, which was used to estimate mobile web browser figures. Mobile web browser figures are the only figures in the report that required revision.