‘Does the IAB’s first ad-blocking study provide the “missing stat?”’ – Marketing Land

Barry Levine says, “Earlier this month, I posted a story that pointed out there’s a key missing stat in all the data about ad blocking:

Where is the data showing that, if ads were more relevant or less annoying or less privacy-invading or loaded quicker, most if not all users of ad blockers would stop using them, or would delete the one they have, or would not download one?

I haven’t seen that stat. Neither has mobile marketer Tune’s mobile economist, John Koetsier, who has studied whether there are enough users to support mobile content through payments instead of ads. (Spoiler alert: There aren’t.) Nor has Alanna Gombert, SVP of the Interactive Advertising Bureau [IAB] and General Manager of its Tech Lab.

This week, the IAB released its first consumer-focused ad study, which they told me offers that missing data.

The study, “Ad Blocking: Who Blocks Ads, Why, and How to Win Them Back,” does show several interesting results. Conducted by marketing research firm C3Research, it surveyed about 1,300 computer users and 200 mobile users over six months in the US, including those with and without ad blockers”.

Does the IAB’s first ad-blocking study provide the “missing stat?”

Marketing Land