Ad blocker threat to internet revenue

Apple’s upcoming smartphone operating system will let hundreds of millions of users install “ad blockers” which help pages load faster. The move threatens the $70 billion annual mobile-advertising business
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Growth in ad blocking (active desktop users, millions)

By browser (2015)

Chrome 126m Firefox 48m Safari 9m Other 15m

0 50 100 150 200
2009 2010 2011 2012 2013 2014 2015 
21m 30m 39m 54m 121m $21.8bn Estimated loss in global advertising revenue

Jun 2015: 198.3 million users, 6% of global internet population
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Global digital advertising revenue (last four quarters)

Google $69.6bn
Includes $12bn from mobile search advertising

Facebook $13.7bn

Yahoo $4.87bn

Twitter $1.78bn

Amazon $1.3bn
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Sources: PageFair Adobe 2015 Ad Blocking Report, Goldman Sachs, Statista

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