Who blocks ads and how is this group best reached?

Ad blocker users do not hate all ads, rather they want to filter out the obnoxious ones. However, the excessive use of intrusive ads, like auto-play videos, pop-ups or wrap-around banners, not to mention the threat of malvertising, lead them to install ad blockers in the first place. This session explores ad blocker user behavior, showing study results from the GlobalWebIndex, Hubspot as well as our own research. Also this talk reveals why ad blocker users are a very valuable audience, as they spend up to 20 percent more money in online shops than non-ad blocker users. The key takeaway for advertisers is to learn how this exclusive target group can be reached on their own terms.
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