Germany is an important market for ad blocking because their use of the technology is believed to be relatively high. Many online publishers and marketing executives look at Germany as an indicator of how ad blocking adoption could spread in the U.S.
According to PageFair, which sells technology to help publishers combat the effects of ad blocking, 25% of internet users in Germany used ad blockers in 2015, compared with 15% of users in the U.S.
The declines could also suggest that publishers’ anti-ad-blocking initiatives are having an impact. Multiple publishers in Germany and around the world have begun asking users to disable ad blockers when visiting their sites, and some websites have even refused access to users who have ad blockers switched on.