Much of the free content we enjoy on the web is supported by the advertising publishers sell on those pages. Until recently we have readily accepted this bargain. However, as advertising methods have become ever more distracting and intrusive, users have in increasing numbers taken to installing ad blockers to mitigate the effects: they facilitate a faster and cleaner browsing experience, enhance privacy, reduce the chances of picking up malware and save data.
According to a recent report by “anti-ad blocking” company PageFair, ad blocking has grown by over 40 per cent globally over the past year, taking the worldwide numbers of ad blocking users to almost 200 million. However, UK ad blocking users rose at a far greater rate over the same period, by 82 per cent to 12 million.