The Amount of Money Lost to Ad-Blocking Is Skyrocketing

The Amount of Money Lost to Ad-Blocking Is Skyrocketing

Flickr/Daniel Oines
By Millie Dent

Are you annoyed by online pop-up ads or those video commercials that automatically start playing when you visit a new Web page? Worried about advertisers collecting your personal information online? You’re not alone. In the perpetual cat and mouse game between marketers and Internet users, the utilization of ad-blocking software by Web surfers is growing rapidly — and it’s costing advertisers billions.

Ad-blocking technology was employed by 45 million active users during the second quarter of 2015, a new report by PageFair and Adobe found. This represents 16 percent of the U.S. online population. In the past year, the number of users blocking ads grew by 48 percent.

In 2014, ad-blocking in the U.S. cost an estimated $5.8 billion in lost advertising revenue. That figure is expected to jump to $10.7 billion in 2015 and $20.3 billion in 2016 as more users adopt the practice. The new version of Apple’s mobile operating system coming this fall is expected to make the problem worse, since it will allow iPhone users to block ads in Safari with a simple app.

In addition to lost revenue, ad-blocking skews the demographics of the online audience. Websites that cater to younger users — a demographic advertisers are eager to target — are the ones most significantly affected by ad-blocking.

Related: The Future of Advertising: Everything, Everywhere, All the Time

A survey in the PageFair/Adobe report found that the main reason individuals block ads is a concern about advertisers mishandling personal data.

Advertisers have a long way to go when it comes to trust. An article in AdAge argues that marketers should be more transparent about the ways they use the information they collect. It recommends giving users more control of their personal data, the ability to decide how much information to share and the choice to opt-out at any time.

Trust isn’t the only issue, though. The appeal of ad-blocking is growing as “malvertising” attacks become more common. Last month, Yahoo’s ad network was targeted for seven days by hackers who sent out corrupt bits of code through Flash-based ads to visitors on Yahoo’s popular sites. Some users were redirected to sites that paid the hackers for traffic, while others had their computers locked for ransom. 

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Marco Rubio Says There’s No Proof Tax Cuts Are Helping American Workers

U.S. Republican presidential candidate Marco Rubio speaks during a rally at the Texas Station Hotel and Casino in North Las Vegas, Nevada
STEVE MARCUS
By The Fiscal Times Staff

Sen. Marco Rubio (R-FL) told The Economist that his party’s defense of the massive tax cuts passed last year may be off base: “There is still a lot of thinking on the right that if big corporations are happy, they’re going to take the money they’re saving and reinvest it in American workers,” Rubio said. “In fact they bought back shares, a few gave out bonuses; there’s no evidence whatsoever that the money’s been massively poured back into the American worker.”

For Richer or Poorer: An Updated Marriage Bonus and Penalty Calculator

iStockphoto/The Fiscal Times
By The Fiscal Times Staff

The Tax Policy Center has updated its Marriage Bonus and Penalty Calculator for 2018, including the new GOP-passed tax law. The tool lets users calculate the difference in income taxes a couple would owe if filing as married or separately. “Most couples will pay lower income taxes after they are married than they would as two separate taxpayers (a marriage bonus), but some will pay a marriage penalty," TPC’s Daniel Berger writes. “Typically, couples with similar incomes will be hit with a penalty while those where one spouse earns significantly more than the other will almost always get a bonus for walking down the aisle.”

Trump Administration Wants to Raise the Rent

Secretary of Housing and Urban Development Ben Carson speaks to employees of the agency in Washington, U.S., March 6, 2017. REUTERS/Joshua Roberts
JOSHUA ROBERTS
By The Fiscal Times Staff

Housing and Urban Development Secretary Ben Carson will propose increasing the rent obligation for low-income households receiving federal housing subsidies, as well as creating new work requirements for subsidy recipients. Some details via The Washington Post: “Currently, tenants generally pay 30 percent of their adjusted income toward rent or a public housing agency minimum rent not to exceed $50. The administration’s legislative proposal sets the family monthly rent contribution at 35 percent of gross income or 35 percent of their earnings by working 15 hours a week at the federal minimum wage -- or approximately $150 a month, three times higher than the current minimum.” (The Washington Post

New Push for Capital Gains Tax Cut

iStockphoto/The Fiscal Times
By The Fiscal Times Staff

Anti-tax activists in Washington are renewing their pressure on lawmakers to pass new legislation indexing capital gains taxes to inflation. The Hill provided an example of such indexing that Grover Norquist recently sent to Treasury Secretary Steven Mnuchin: “Under current policy, someone who made an investment of $1,000 in 2000 and sold it for $2,000 in 2017 would pay capital gains taxes on the $1,000 difference. But if capital gains were indexed, the investor would only pay taxes on $579, since $1,000 in 2000 would be equivalent to $1,421 in 2017 after adjusting for inflation.” Proponents of indexing say it’s just a matter of fairness, but critics claim that it would be just another regressive tax cut for the wealthy. Indexing would cost an estimated $10 billion a year in lost revenues. (The Hill)

Bernie Sanders to Propose Plan Guaranteeing a Job for Every American

U.S. Sen. Bernie Sanders is interviewed by Reuters reporters at his office on Capitol Hill in Washington
ERIC THAYER
By The Fiscal Times Staff

Sen. Bernie Sanders (I-VT) is preparing to announce a plan for the federal government to guarantee a job paying $15 an hour and providing health-care benefits to every American “who wants one or needs one.” The jobs would be on government projects in areas such as infrastructure, care giving, the environment and education. The proposal is still being crafted, and Sanders’ representative said his office had not yet come up with a cost estimate or funding plan. Sen. Kirsten Gillibrand (D-NY) last week tweeted support for a federal jobs guarantee, but Republicans have long opposed such proposals, saying they would cost too much. (Washington Post)