iPhone ad blocking apps will 'only' cost $1 billion in lost advertising revenues
UBS’ estimate that iOS 9 ad blocking could cost publishers and
advertising companies to the tune of $US1 billion in lost spend sounds
like a lot. But it represents just 0.5% of total global digital
advertising spend and just 1.3% of mobile advertising spend, according
to UBS. And UBS also caveats that its assumed Safari ad blocking take up
rate of 20% is “conservatively high,” so the actual impact could be a
lot lower.
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