According to a report from the New York Times, however, the free software is costing online advertisers a pretty penny. Ad blockers have been around for years, but more and more people are adopting their use as a crucial part of the online experience.
While the software undeniably improves the internet for the user, many publishers and advertisers have taken issue with the falling revenues. A new report from Adobe and PageFair estimated that ad blocking software has cost publishers a shocking $22 billion this year alone. 200 million people are currently using ad blocking software, representing a 41 percent global increase over the last year.
Most ad blockers are used on desktop web browsers, but Apple's new iOS9 will include support for the software when it is released this fall.
With the use of ad blockers on the rise, and the very real possibility that an influx of mobile users will make the increase even steeper, online publishers are facing a huge issue. Savvy advertisers will respond to the consumer's demand for less invasive adverts, and the best advertisements will be the ones users don't realize they're viewing.