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Ovum's ad-blocking forecast considers the economic impact of ad blockers on the digital publishing industry. This report provides recommendations that will help advertisers avoid this loss of revenue and explores the best- and worst-case scenarios for ad blocking.


  • If publishers do not adequately respond to the threat posed by ad-blocking software, the industry could see lost revenue of up to $78.2bn – or 26% of total Internet advertising – by 2020.
  • In Ovum's view, ad blocking will result in a loss of $35.3bn in revenue in 2020.

Features and Benefits

  • Evaluates lost revenues due to ad blocking under three scenarios.
  • Assesses how much publisher initiatives can change potential lost revenues.
  • Learn about the important consumer behaviors affecting lost revenues due to ad blocking.

Key questions answered

  • How much revenue do publishers stand to lose due to ad blocking?
  • What can publishers do about ad blocking?
  • What effect will publisher initiatives have on lost revenues due to ad blocking?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market status

  • Why does ad blocking matter?
  • Mobile ad blocking is gaining traction

Market dynamics

  • Quantifying the economic threat presented by ad-blocking software

Market dynamics

  • Content publishers stand to lose $78.2bn by 2020 in the worst-case scenario
  • Lost revenue will amount to $16.9bn in 2020 in the best-case scenario
  • The core scenario will result in the loss of $35.3bn in revenue in 2020
  • But spending is ultimately dependent on advertisers, not consumer behavior
  • Blocking the ad blockers

Market outlook

  • What this forecast means for content publishers
  • What this forecast means for advertisers
  • What this forecast means for telcos
  • What this forecast means for technology vendors


  • Methodology
  • Further reading
  • Author

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