IBM's Watson provides an insight into ad blocking

This event report offers tips for brands about how to tackle ad blocking, based on research driven by Watson, IBM's cognitive-computing platform.

IBM's Watson provides an insight into ad blocking

Courtney Cowgill

It's easy to find the hard facts on ad blocking: According to a recent Kantar TNS study, for example, fully 18% of internet users in 50 countries now use this technology to eradicate marketing messages from their digital experience. And this same habit cost publishers an estimated $21 billion last year.

But it's the softer things about ad blocking – what drives people to engage in this behavior and how they feel about it – that interested Tammy Luke, Senior Social Media Research Consultant at IBM. And she, in turn,...

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