Mobile App Ad Blocking Skyrocketing, Forcing Brands To Rethink Advertising

At least 419 million people are blocking ads on smartphones -- including Facebook, but excluding content-blocking apps, in-app ad blockers, and opt-in browser ad blockers, according to a study released Tuesday.

The move will have app makers rethink how they will address search and advertising with mobile applications. PageFair has released a report titled Adblocking Goes Mobile, which estimates there are twice as many mobile ad blockers as desktop ad blockers. Twenty-two percent of the world’s 1.9 billion smartphone users block ads on the mobile Web.

Mobile ad blocking is more popular in emerging markets such as China, India, Pakistan and Indonesia, where 36% of smartphone users in Asia-Pacific block ads on the mobile Web.

The biggest issue for search marketers is that browsers can now block in-app ads.

Mobile ad blocking is less developed in North America and Europe. In March 2016 there were 14 million monthly active users of ad-blocking browsers in Europe and North America, where 4.9 million content blocking and in-app ad-blocking apps were downloaded from app stores since September 2014.