THE STAKES 63% of users who install AdBlock do so because they find ads “intrusive,” “annoying,” and/or “disruptive” Lose/Lose Annoying ads are a net-loss across the stakeholder spectrum -for advertisers, publishers, and users. Advertisers are unable to reach their target 52% audience, publishers are cut off at the knees trying to drive revenue, and users’ onsite of those who do not already have AdBlock experience is watered down. installed have recently considered installing it following an irksome experience