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August 1, 2018

US Ad Blocking Users and Penetration, 2016-2020 (millions and % of internet users)

Note

Ad blockers are software utilities installed on an internet-connected device (including a mobile device) specifically for the purpose of removing the advertising content of a webpage or app, thereby restricting certain ads from being served or viewed; excludes default ad blockers that are enabled ... automatically. For more of eMarketer's forecasts on this topic, <a href="https://prolink.emarketer.com/forecasts/584b26021403070290f93a1d/585191890626310a2c186976">click here.</a>More

Methodology

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends; estimates from other research firms; company releases; data from benchmark sources; consumer media consumption trends; and consumer device usage trends.