The Amount of Money Lost to Ad-Blocking Is Skyrocketing

Are you annoyed by online pop-up ads or those video commercials that automatically start playing when you visit a new Web page? Worried about advertisers collecting your personal information online? You’re not alone. In the perpetual cat and mouse game between marketers and Internet users, the utilization of ad-blocking software by Web surfers is growing rapidly — and it’s costing advertisers billions.
Ad-blocking technology was employed by 45 million active users during the second quarter of 2015, a new report by PageFair and Adobe found. This represents 16 percent of the U.S. online population. In the past year, the number of users blocking ads grew by 48 percent.
In 2014, ad-blocking in the U.S. cost an estimated $5.8 billion in lost advertising revenue. That figure is expected to jump to $10.7 billion in 2015 and $20.3 billion in 2016 as more users adopt the practice. The new version of Apple’s mobile operating system coming this fall is expected to make the problem worse, since it will allow iPhone users to block ads in Safari with a simple app.
In addition to lost revenue, ad-blocking skews the demographics of the online audience. Websites that cater to younger users — a demographic advertisers are eager to target — are the ones most significantly affected by ad-blocking.
Related: The Future of Advertising: Everything, Everywhere, All the Time
A survey in the PageFair/Adobe report found that the main reason individuals block ads is a concern about advertisers mishandling personal data.
Advertisers have a long way to go when it comes to trust. An article in AdAge argues that marketers should be more transparent about the ways they use the information they collect. It recommends giving users more control of their personal data, the ability to decide how much information to share and the choice to opt-out at any time.
Trust isn’t the only issue, though. The appeal of ad-blocking is growing as “malvertising” attacks become more common. Last month, Yahoo’s ad network was targeted for seven days by hackers who sent out corrupt bits of code through Flash-based ads to visitors on Yahoo’s popular sites. Some users were redirected to sites that paid the hackers for traffic, while others had their computers locked for ransom.
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Martin Feldstein Is Optimistic About Tax Cuts, and Long-Term Deficits
In a new piece published at Project Syndicate, the conservative economist, who led President Reagan’s Council of Economic Advisers from 1982 to 1984, writes that pro-growth tax individual and corporate reform will get done — and that any resulting spike in the budget deficit will be temporary:
“Although the net tax changes may widen the budget deficit in the short term, the incentive effects of lower tax rates and the increased accumulation of capital will mean faster economic growth and higher real incomes, both of which will cause rising taxable incomes and lower long-term deficits.”
Doing tax reform through reconciliation — allowing it to be passed by a simple majority in the Senate, as long as it doesn’t add to the deficit after 10 years — is another key. “By designing the tax and spending rules accordingly and phasing in future revenue increases, the Republicans can achieve the needed long-term surpluses,” Feldstein argues.
Of course, the big questions remain whether tax and spending changes are really designed as Feldstein describes — and whether “future revenue increases” ever come to fruition. Otherwise, those “long-term surpluses” Feldstein says we need won’t ever materialize.
JP Morgan: Don’t Expect Tax Reform This Year
Gary Cohn, President Trump’s top economic adviser, seems pretty confident that Congress can produce a tax bill in a hurry. He told the Financial Times (paywall) last week that the Ways and Means Committee should be write a bill “in the next three of four weeks.” But most experts doubt that such a complicated undertaking can be accomplished so quickly. In a note to clients this week, J.P. Morgan analysts said they don’t expect to see a tax bill passed until mid-2018, following months of political wrangling:
“There will likely be months of committee hearings, lobbying by affected groups, and behind-the-scenes horse trading before final tax legislation emerges. Our baseline forecast continues to pencil in a modest, temporary, deficit-financed tax cut to be passed in 2Q2018 through the reconciliation process, avoiding the need to attract 60 votes in the Senate.”
Trump Still Has No Tax Reform Plan to Pitch
Bloomberg’s Sahil Kapur writes that, even as President Trump prepares to push tax reform thus week, basic questions about the plan have no answers: “Will the changes be permanent or temporary? How will individual tax brackets be set? What rate will corporations and small businesses pay?”
“They’re nowhere. They’re just nowhere,” Henrietta Treyz, a tax analyst with Veda Partners and former Senate tax staffer, tells Kapur. “I see them putting these ideas out as though they’re making progress, but they are the same regurgitated ideas we’ve been talking about for 20 years that have never gotten past the white-paper stage.”
The Fiscal Times Newsletter - August 28, 2017
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