Three in four US marketers say that ad blocking will have a negative effect on the programmatic advertising ecosystem, according to February 2016 research.



RBC Capital Markets and Advertising Age surveyed 1,960 US marketers and asked them what effect ad blocking has on the programmatic advertising space. The largest share of respondents, 58%, said it has a somewhat negative effect, and 20% of marketers said it has a significantly negative effect.

Still, some marketers believe ad blocking is actually good for programmatic. Indeed, 6% said that ad blocking has a somewhat positive effect, and 2% said the effect is significantly positive.

, Dec 2015 (% of respondents)

According to separate research from Cowen and Company, ad blocking is one of the top problems plaguing US senior ad buyers who are investing in programmatic advertising. While 57% of respondents listed multidevice measurement as a problem for programmatic, topping the list, ad fraud and ad blocking ranked second.