Existing users of ad blocking software may be a lost cause. Once consumers decide to block ads and experience the cleaner Web pages and faster load times that ad blocking delivers as it filters out bandwidth-hungry animations, video and other advertising content, they’re less likely to want to give it up.
But will mainstream consumers in the U.S. turn to ad blockers in a big way? “The numbers have not reached the point where publishers are panicked,” says Chapell. “But if those products were on 80% of computers, we’d be having a very different conversation.”