Advertising on sites takes up about 50% of the total user traffic.

While most publishers and even representatives of some governments criticize ad blockers, their audience continues to grow. But often this is not only affected by the desire of users to limit the display of ads on sites - according to Enders Analysis, many users use ad blockers to reduce the weight of loaded pages. This is confirmed by the developer of one of the ad blockers Shine. According to him, advertising on sites consumes about 10-50% of the total amount of traffic.

As part of a study from Enders Analysis, it became known that advertising content consumes on average from 18% to 79% of mobile traffic, depending on the site. Some of this content uses JavaScript, through which animation of various advertising elements is implemented, and on average increases the weight of pages from 6% to 68%.
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If these indicators are averaged, then the share of advertising content in the form of banners, pop-up windows and other similar materials accounts for about 50% of the total consumption of mobile traffic, and the site owners themselves stop monitoring the weight of their pages. Most of the initial tariffs for mobile Internet in Europe and other countries provide about 500 MB per month. With this in mind, users may be concerned about the consumption of traffic from advertisements, as well as the speed of loading pages.



The idea of ​​integrating ad blockers was supported by companies such as Apple and Google. They have integrated ad blockers into their own mobile operating systems, which allow them to limit the display of ads and speed up page loading. In addition, Apple, Google and Facebook clearly demonstrated the approach to generating profits by placing content in Google AMP, Apple News and Facebook Instant Articles. Of course, so far their popularity is far from that which is necessary for a breakthrough in the direction of the placement of exclusively native advertising.

In the meantime, major publishers are actively boycotting the use of ad blockers and demanding that users stop using them. In some cases, they completely block access to content on their site, losing most of the potential users. Given the monetization of such sites, based on the display of advertising content, including sponsored articles, this approach is unlikely to correct the situation and for the most part affects the publishers themselves.