AOP Ad Blocking Audit (May 2018)

AOP Ad Blocking Audit 2018 Input from 14 members Not all members have the tools to monitor blocking rates Self declared blocked impressions via different tools Self declared ‘lost’ income based upon preferred internal approach

Ad Blocking Rates 2017 Average = 11.6% Peaked in Q2 2016 Range by company: 6.4% - 42.9% Desktop (*) 29.5% 31.7% 31.3% 28.8% 27.1% 31.9% 30.2% 29.9% Mobile (*) 0.7% 0.6% 0.8% 1.1% 1.2% 1.3% * = not every publisher was able to split out by platform To note that figures will be updated should additional publishers submit data

Estimated ‘Lost’ Revenue (£) Median annual publisher loss: £627,996 To note that figures will be updated should additional publishers submit data

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