The effect of ad blocking on website traffic and quality
研究发现，网站访客中每增加一个百分点的广告拦截用户，其流量在35个月内下降0.67%，受影响的网站会减少内容产出，广告拦截对依赖广告收入的网站构成威胁。
Abstract Ad blocking software allows Internet users to obtain information without generating ad revenue for site owners, potentially undermining investments in content. We explore the impact of site‐level ad blocker usage on website quality, as inferred from traffic. We find that each additional percentage point of site visitors blocking ads reduces its traffic by 0.67% over 35 months. Impacted sites provide less content over time, providing corroboration for the mechanism. Effects on revenue are compounded; ad blocking reduces visits, and remaining visitors blocking ads do not generate revenue. We conclude that ad blocking poses a threat to the ad‐supported web.