Report: Ad-blocker 'dark traffic' hidden from publishers grows 49% in three years
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Summary
A new report from adtech company Ad-Shield reveals that 'dark traffic' — web page views hidden from publishers by strict ad-blockers — has grown by 49% in the past three years, affecting approximately 1 billion web users. The study claims to be the first comprehensive measurement of this phenomenon, which prevents publishers from measuring and monetizing significant portions of their web traffic. AdGuard, a strict ad-blocker and privacy protection app, is highlighted as a key tool contributing to this trend.
Key quotes
· 3 pulledWeb traffic that cannot be measured, and therefore monetised, by publishers has grown by 49% in the past three years, according to a new report.
The new study from adtech company Ad-Shield claims to be the first to comprehensively measure and explain the scale of 'dark traffic'.
'Dark traffic' is defined as page views hidden to publishers by the strictest types of ad-blockers.
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