Influence of adblockers on the future of mobile advertising industry

The purpose of this thesis is to analyze the impact adblockers have on mobile advertising industry. The thesis aims at (1) examining mobile marketers’ willingness to react in response of adblock expansion, (2) finding ways for mobile market players to avoid negative effect of adblokers, and (3) forecasting the future of mobile advertising industry. To get deeper understanding of current situation of mobile advertising, several studies on mobile marketing and advertising avoidance were analyzed. Ad-block phenomenon, its origins and consequences were analyzed. In order to reach research objectives quantitative method was used. Author created two separate questionnaires. First was sent to publishers and second to mobile advertisers. The conclusion of the study is that both publishers and advertisers feel ad-blockers’ presence on their performance and revenue. Nevertheless, marketers are eager to take measures confronting adblock. The future of mobile advertising industry tends to be optimistic. However, marketers will probably choose to fight with adblock users rather have a peace with them