The sense of urgency about ad blocking has dissipated. But ad blocking didn't go away. It's actually become a more baseline feature for web browsing.
Third-party ad blockers are more popular than ever. Last Friday, Eyeo, the parent company of Adblock Plus and the main purveyor of the Acceptable Ads Program (AAP) - an ad network operated by ad blockers that allows ads to be served to their users who consent to view certain ads - announced that the AAP now boasts 350 million users, reports.
One digital media company that truly benefits by ad blocking might be Reddit. That's because Reddit is home to millions of active, logged-in users who use ad blockers whenever they're on the web.
Big media brands' efforts to game Google Search to maximize commerce impressions are starving specialist publishers. HouseFresh, a blog that publishes in-depth reviews of home air purifiers, has written previously about its search traffic getting gobbled by the likes of Dotdash Meredith (DDM), Money, and Forbes.
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