Publishers are estimated to lose $54 billion in ad revenue globally due to ad blocking in 2024, representing about 8% of total ad spend, according to data released Monday.
The report also notes that artificial intelligence (AI) and machine learning (ML) models are revolutionizing ad-filtering, making it more sustainable and scalable.
Not all ad-filtering users are averse to advertising. Some 58% of ad-filtering users are open or neutral to seeing nonintrusive ads, but only 20% express a strong dislike for all ads.
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