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Third of page views are blocked

News, 07 September 2016

GLOBAL: Around the world almost one third of content is blocked, a new analysis has said, with two countries reporting that more than half of all page views are blocked.

Much of the discussion around ad blocking has focused on the number of users deploying blocking software, but according to Pierre Far, a former Google employee who founded analytics business Blockmetry, the percentage of page views blocked is a better measure of "ad blocking's real impact on websites".

On Blockmetry's figures, which are taken from websites using Blockmetry code but which do not include content blocking in smartphone and tablet apps, the global content blocking rate stood at 32.4% in August, up from 28.5% in May.

And while there was less traffic and page views on mobile devices, ad blocking rates were found to be around three times higher.

Thus, mobile accounted for 30.9% of the global traffic mix for page views but 62.9% of those were affected by ad blocking.

Desktop made up 59.6% of the traffic mix, with 21% of those views being affected by ad blocking.

In terms of geographies, at 31.5%, the US was slightly below the global average.

A similar picture was evident across parts of Europe, with a 32.3% blocking rate in the UK and 33.3% in Germany; France was higher at 45.6% and Far told Marketing Land that Norway and Poland had breached the 50% barrier - the first two countries to do so.

Globally, the region with the highest percentage of ad blocked page views was South Asia at 44.2%, up from 39.1% in May; Southeast Asia, on the other hand, registered the lowest figure, at 25.5%.

Meanwhile, Facebook, the social media giant, and Eyeo, the German maker of ad blocking software, continue to be tangled in an antagonistic embrace as each strains to neuter the other's technology.

"This doesn't show any signs that it's going to stop anytime soon," Ben Williams, communications and operations manager at Eyeo, told Adweek.

Data sourced from Blockmetry, Marketing Land, Adweek; additional content by Warc staff,