Ad Blocking: Insights from Kantar Media’s Dimension Study

Summary

Findings from Kantar’s Media DIMENSION Study found that connected consumers tolerate advertising… up to a point. Excessive frequency and unsophisticated targeting that displays ads for items already purchased are among the potential reasons that consumers choose to use ad blockers. While more than half of consumers use ad blocking software at least sometimes, nearly half of those say that they like or tolerate advertising. Consumers have a sophisticated understanding of how the ecosystem works, that advertising pays for the content. This suggests that the issue is with particular aspects of online advertising, and not advertising as a whole.