Ben Shiller, Joel Waldfogel, 22 April 2017

The vast majority of online content is financed through ad revenue. This column looks at how the growing use of ad blockers is affecting incentives for online content creation. Using data on site traffic and the proportion of users with ad blockers engaged, it argues that ad blocking intially increases traffic, but as ad revenues decline and sites are less inclined to invest in content, the pattern reverses and visitor numbers decline.

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