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Ovum's Ad-Blocking Forecast: 2016–21 looks at the economic impact of ad blockers on internet advertising revenues and shows how the inaction of publishers could cost up to $58bn.


  • Publishers must urgently address consumer concerns or risk losing up to $58bn more than in the best-case scenario.
  • If publishers respond effectively, they can reduce the economic impact of ad blocking to just $16.5bn in 2021.

Features and Benefits

  • Compare revenue losses across 10 major internet advertising markets.
  • Assesses take-up of ad-blocking software across wired and mobile devices.
  • Evaluates revenue losses across three different behavior scenarios.

Key questions answered

  • How much revenue do digital publishing firms stand to lose due to ad blockers?
  • How many consumers are using ad-blocking software?
  • How will the ad-blocking threat change over time?
  • What percentage of internet advertising revenues will be lost due to ad-blocking software?

Table of contents


  • Introduction
  • Download 1: Ad-Blocking Forecast: 2016–21

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