2024-01-05-EYEO-2023年广告过滤报告_26页_3mb

2023 eyeo Ad-Filtering Report Summary

Key Insights (Q2 2023)

• Ad-Blocking Growth: 912M active ad-blocking users globally, an 11% increase from Q4 2021.
• Acceptable Ads Growth: 307M users (up 42% YoY), demonstrating support for non-intrusive ads.
• User Choice: Over 60 ad-blocking solutions available, reflecting diverse user preferences.
• User Preferences: Users prefer non-intrusive ads, control over data, and recognize value exchange; growth slowed by increased choice.
• Industry Impact: Ad blocking projected to cost publishers $54bn in 2024, offset by mitigation solutions and user acceptance of some advertising.
• Technological Shift: AI/ML significantly enhancing ad-filtering effectiveness, robustness, and sustainability.
• Sustainability Awareness: Growing user awareness of environmental impact, with 77% viewing sustainable actions positively, though significant skepticism persists.

Technology Trends

• Machine Learning/AI: Revolutionizing ad filtering for better performance, personalization, and scalability.
• Privacy: Increasingly important, with users demanding transparency and control (77% desire control over location/data, 65% demanding relevance control).
• Sustainability: Ad blocking linked to reduced carbon footprints (42% see benefit), yet lack of awareness and skepticism remain issues. Sustainability is becoming a key industry priority alongside privacy.
• Ad Blocker Types: Detailed breakdowns into browser-native, extension-based, DNS/sinkhole, VPN-based, and other (firewall, platform-specific).

User Sentiment & Behavior

• Ad Blocking Prevalence: Growth follows an exponential curve (~30% YoY avg. since 2011), mostly concentrated on mobile and desktop platforms (mobile use peaked earlier in 2023).
• Acceptable Ads Adoption: High opt-in rates (avg. 94%) indicate user acceptance of non-intrusive ads in exchange for core browsing experience.
• User Attitudes: Most users are open to some non-intrusive ads if relevant, non-disruptive, and accompanied by control over their data.
• Cross-Regional Differences: US users are more open to non-intrusive ads and sharing data than German counterparts.
• Environmental Concerns: Users care about sustainability but are largely unaware of ad-blocking's environmental benefits or the extent of their carbon reduction. Nearly half believe it significantly reduces emissions.

Expert Insights & Future Predictions

• AI/ML: AI will fundamentally reshape ad filtering and the ad tech industry, improving effectiveness and personalization.
• Privacy & Post-Cookie: The shift to first-party data and transparency is crucial for navigating the post-cookie world and complying with evolving regulations.
• Sustainability: Needs standardized metrics and transparency; it presents opportunities but also challenges in user education and proving impact.
• Predictions: Ad-filtering will persist, AI dominates ad-filtering evolution, browser extensions stabilization vs. mobile-native growth, user-centricity remains central, and sustainability becomes a standard pillar in ad tech.