skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


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

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now