While ad blocking software is not a new issue, millennials, advertiser’s target audience are more likely to use ad blocker than any other age group.  In a recent survey conducted by Adobe and PageFair, 28% of respondents said they used they browse the webs with blocking enabled.

According to Ben Williams, communications and operations director at Eyeo, the company that makes AdBlock Plus, his software has averaged 2.3 million downloads a week since 2013.

“A few months ago Forbes looked into what share of the people visiting its desktop site use ad blockers when they do. “We are seeing roughly 20% of desktop visitors visiting with some form of ad blocking on,” said Forbes CTO Mike Dugan. And DailyMail recently ran a test to gauge its video ad blocking rates and found that 11% to 12% of its viewers had ad blockers turned on when viewing a video on its site, said Mr. Steinberg.”

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