Growth in the use of adblocking is showing few signs of abating. More than 615 million devices worldwide currently adblock with growth estimated at 30 percent year-on-year to the end of 2016.

The global estimate for the economic cost of ad blocking is reported to be US$41 billion. The 12 months ending December 2016 saw an estimated 90% increase in ad blocking cost.

The tipping point between desktop and mobile for adblocking is fast arriving. Of the 600 million plus devices running adblock software globally, 62% were on mobile devices; an environment previously considered relatively impervious to the threat.

An adblocking ‘superweapon’ has the power to end the advertising-adblocking arms race permanently. In favour of consumers, driving publishers to pursue alternate revenue opportunities.