Significant decline in adblocker use in Germany
The percentage of online display ads blocked on desktops has dropped significantly: On average, 17.04 percent of page impressions were blocked from receiving online ads in the fourth quarter of last year—down from 19.11 percent in the third quarter.
This is the result of the latest measurement by the Online Marketing Circle (OVK) in the German Digital Industry Association (BVDW).
Oliver von Wersch of Gruner + Jahr Digital and adblocker expert at the BVDW, explains in a statement: "The fact that there can be fluctuations from measurement to measurement is completely normal. Against this backdrop, it is particularly pleasing that the adblocker rate is steadily declining. Industry-wide measures such as an open dialog with users and optimization of the quality of online advertising are increasingly having an effect. Another factor is the increasing shift in usage to mobile devices, on which adblocker usage currently plays no significant role. For a realistic presentation of the adblocker issue, it is important that we contrast the sometimes very adventurous projections in the market with an actual measured rate."
To determine the central adblocker rate, around two thirds of the OVK member houses continuously and independently collect the proportion of blocked online advertising on their offers and report this to the BVDW. The association publishes updates on the current rate at regular intervals.
