Adblock Plus is now installed on over 100m devices

Leading online adblocker, aptly named Adblock Plus has announced that it is actively utilised on over 100m web browsing devices across desktop, mobile and tablet.

Adblocking is not going away anytime soon, whether viewed as a deathblow to the current online revenue generating model, or just another industry challenge resulting in a better consumer experience, and AdBlock Plus is one of the leaders in the industry.

The company does not block all ads, instead it issues a whitelist letting some work through its firewall – for a fee.

While largely saturated in France and Germany, the extension’s use in the US and UK is steadily growing, hinting that there are more users to swell the company’s numbers.

The news was announced at the TechCrunch Disrupt Conference in Brooklyn, by company co-founder Till Faida. The app is also nearing 1bn downloads.

As a result of the rise of adblocking usage, earlier today (Monday 9 May) some of the advertising industry’s largest stakeholders including World Federation of Advertisers (WFA), magazine trade body FIPP, the NAA, Mozilla and the Electronic Frontier Foundation (EFF) all gathered for talks organised by PageFair, to find a work around to combat the rise of blockers.

Defending its practises against the Internet Advertising Bureau, a vocal critic of the extension, Faida said: “We’re in this mess because the IAB has failed to create an advertising ecosystem that is sustainable and healthy. What we’re all about is empowering our users to have control over their browsing experience.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.