directly measured on-site on consumer and b2b sites

1. December 2021 / Page 0
FouAnalytics.com
Directly Measured Ad Blocking
Q4 2021 Benchmarks, directly measured on consumer, b2b sites
• Ad blocking must be measured on-site. In-ad measurements are invalid
• Desktop and mobile must be separated because ad blocking in mobile is
very low (no plugins for mobile browsers, and most consumers don’t
regularly use ad blocking browsers, they use built-in browsers)
• Bots and “not measurable” must be excluded because bots don’t block
ads (their job is to cause them to load)
Business sites desktop mobile
share of traffic 50 - 70% 30 - 50%
ad block rate 9 - 16% 1 - 2%
Consumer sites desktop mobile
share of traffic 15 - 30% 70 - 85%
ad block rate 3 - 10% 0.8 - 1%