Greg Sterling says, “While some in the industry are alarmed by ad blocking others dismiss it as overblown, it continues to grow. The latest evidence comes from Blockmetry, a company started by former Googler Pierre Far.

Far told me last week that he became fascinated by content (ad and analytics) blocking during his last couple of years at Google. His new company, Blockmetry, tracks the percentage of page views blocked rather than the number of users adopting ad blocking. This metric, says Far, better reflects “ad blocking’s real impact on websites.”

Blockmetry releases a periodic “weather report,” showing the ad and analytics blocking percentages by region and country. These percentages are measured on sites using Blockmetry code. Blockmetry tracks content blocking on websites across devices but not in smartphone and tablet apps.

Worldwide ad blocking (page views) now stands at 32.4 percent, while analytics blocking is 5.2 percent. This means that 32 percent of all page views Blockmetry is monitoring globally witness ad blocking. That’s up from 28.5 percent in May. However analytics blocking has not grown as much; it was 5.1 percent in May“.

Report: 32 percent of global page views now impacted by ad blocking

Marketing Land

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