Research: 52% of Consumers Are Actively Avoiding Ads Online

At true[X], we learn a lot from the premium brands and publishers we work with, but it’s also important that we listen to consumers and get their feedback on advertising. That’s just what we did in October 2014 when our team, led by VP of Research Jamie Auslander, surveyed the audiences of our publisher network — by presenting consumers with a true[X] engagement unit that polled them on their attitudes toward online ads.

What’d we find? Well, check out the infographic we designed: Over half of consumers are consciously avoiding ads online, a third have installed ad-blockers, and a a whole lot are paying to opt out. Knowing this, how as an industry can we work together to make online ads that are both effective and consumer-friendly?