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Scientific paper - Original scientific paper
The influence of ad blockers on the online advertising industry
In: INFuture2017 : integrating ICT in society : proceedings. / Atanassova, Iana; Zaghouani, Wajdi; Kragić, Bruno; Aas, Kuldar; Stančić, Hrvoje; Seljan, Sanja (Ed.). Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017. pp. 291-299. https://doi.org/10.17234/INFUTURE.2017.29
Ivanjko, Tomislav; Bezjak, Tanja

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Ivanjko, T. & Bezjak, T. (2017). The influence of ad blockers on the online advertising industry. In I. Atanassova, (Ed.), W. Zaghouani, (Ed.), B. Kragić, (Ed.), K. Aas, (Ed.), H. Stančić, (Ed.), S. Seljan, (Ed.), INFuture2017 : integrating ICT in society : proceedings (pp. 291-299). Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb. doi: 10.17234/INFUTURE.2017.29

Ivanjko, Tomislav and Tanja Bezjak. "The influence of ad blockers on the online advertising industry." INFuture2017 : integrating ICT in society : proceedings, edited by Iana Atanassova, edited by Wajdi Zaghouani, edited by Bruno Kragić, edited by Kuldar Aas, edited by Hrvoje Stančić, edited by Sanja Seljan, Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017, pp. 291-299. https://urn.nsk.hr/urn:nbn:hr:131:015798

Ivanjko, Tomislav and Tanja Bezjak. "The influence of ad blockers on the online advertising industry." In INFuture2017 : integrating ICT in society : proceedings, 291-299. Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017. Accessed 2025 April 12. https://urn.nsk.hr/urn:nbn:hr:131:015798

Ivanjko, T. and Bezjak, T. (2017) 'The influence of ad blockers on the online advertising industry', in Atanassova, I. (ed.), Zaghouani, W. (ed.), Kragić, B. (ed.), Aas, K. (ed.), Stančić, H. (ed.), Seljan, S. (ed.), INFuture2017 : integrating ICT in society : proceedings, Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, Zagreb, pp. 291-299. Available at: https://urn.nsk.hr/urn:nbn:hr:131:015798 (Accessed 12 April 2025)

Ivanjko T, Bezjak T. The influence of ad blockers on the online advertising industry. In: I. Atanassova, ed., W. Zaghouani, ed., B. Kragić, ed., K. Aas, ed., H. Stančić, ed., S. Seljan, ed. INFuture2017 : integrating ICT in society : proceedings. Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb; 2017. Pp. 291-299. [cited 2025 April 12] Available at: https://urn.nsk.hr/urn:nbn:hr:131:015798

T. Ivanjko and T. Bezjak, "The influence of ad blockers on the online advertising industry", INFuture2017 : integrating ICT in society : proceedings, I. Atanassova et al., Eds. Zagreb: Department of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb, 2017. [Online] Available at: https://urn.nsk.hr/urn:nbn:hr:131:015798 [Accessed: 12 April 2025]

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Metadata
Title (english)The influence of ad blockers on the online advertising industry
AuthorTomislav Ivanjko
AuthorTanja Bezjak
EditorIana Atanassova
EditorWajdi Zaghouani
EditorBruno Kragić
EditorKuldar Aas
EditorHrvoje Stančić
EditorSanja Seljan
Author's institutionUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of information and Communication sciences)
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Abstract (english)
Online advertising developed in 1994 as a means of financing website content production, but a constantly decreasing number of ad impressions and a significant rise in ad blocker users have incurred the loss of 30% of total industry revenue in 2015. However, studies reveal that two-thirds of current ad blocker users would to be willing to turn their blockers off should overall user experience be improved. As marketers continue debating whether the ad block revolution will finish online... More advertising, this paper presents an alternate viewpoint. It suggests that the rise of the ad block has been beneficial to the industry, because exposing the weaknesses of the current advertising model and the reasons for blocker popularization prompts the damaged model to change. It gathers best practices in dvertising and recommendations for creating ads which do not need to be blocked. Less
Keywords (english)
Languageenglish
Publication typeScientific paper - Original scientific paper
Publication statusPublished
Peer reviewPeer review - international
Publication versionPublished version
Publication titleINFuture2017 : integrating ICT in society : proceedings
Numberingpp. 291-299
p-ISSN1847-8220
DOIhttps://doi.org/10.17234/INFUTURE.2017.29
URN:NBNurn:nbn:hr:131:015798
Publication2017
ConferenceTitle: 6th International Conference The Future of Information Sciences INFuture2017: Integrating ICT in Society
Location: Zagreb, Croatia
Start date: 2017-11-08
End date: 2017-11-10
Assembly type: Lecture
Type of resourceText
PublisherDepartment of Information and Communication Sciences, Faculty of Humanities and Social Sciences, University of Zagreb
Publishing placeZagreb
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-10-14 16:47:56
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