ad blockingAds depending on how they’re served vary in how annoying they are. The ones that side by the side that don’t bother you are fine, but we’re sure many can agree that the popups that are in your face are the worst. In fact it wouldn’t come as a surprise if many of you guys have installed ad blockers to prevent such ads from showing.

That being said, it seems that ad blocking software installations are on the rise. According to a recent report from PageFair and Adobe (via Business Insider), it has been revealed that ad blockers have seen an increase of 41% in installations in the past year, which also means that there are plenty of ad companies who are potentially losing out on views.

In fact the report claims that this has cost publishers a whopping $21.8 billion in 2015 in lost revenue, yikes! It has been predicted that come 2016, that amount is expected to nearly double to $41.4 billion. This does not come as a surprise thanks to the efforts of organizations such as EFF who themselves have recently released an extension that blocks spying ads.

Apple’s iOS 9 also comes with a Safari feature that could also potentially lead to ads being blocked on mobile as well. Just a couple of months ago, Google’s Larry Page admitted that ads could be served up better in a way that would make users not mind them, so perhaps that’s something advertisers could think about.

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