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Expand chart
Data: Morning Consult, August 24-September 8, 2017. Note: Excludes 'Don't know/No Opinion'; Chart: Andrew Witherspoon / Axios

New research from Morning Consult finds that pop-up ads and pre-roll ads are the least favored by consumers. Per the study, younger viewers are willing to pay more on average to avoid invasive ads. Adults aged 34 and younger would pay about $35 to eliminate ads on social media.

  • The backlash against digital advertising has created an uptick in ad-blocking: More than a quarter of internet users in the United States use ad blockers, and that number has been steadily increasing year over year, according to estimates by eMarketer.
  • Millennials, males, streamers, researchers and heavy downloaders are most likely to use an ad blocker, according to the latest Dimension study from Kantar Media, a leading advertising measurement company.
  • Both Google and Apple are rolling new ad-blocking technologies within their search engines to better user experience.

Go deeper

Ben Geman, author of Generate
31 mins ago - Energy & Environment

Democrats' clean power outlook is very muddy

Illustration: Annelise Capossela/Axios

Here are two big questions as a key Democratic proposal to slash emissions from power generation flounders: how much its demise would sap climate protections, and what might replace it.

Catch up fast: New financial carrots and sticks for utilities to deploy zero-carbon power — the Clean Electricity Performance Program (CEPP) — look unlikely to stay in Democrats' big social spending and climate bill.

Colin Powell dies from COVID complications at 84

Photo: Paul Morigi/Getty Images for Capital Concerts

Colin Powell, the first Black U.S. secretary of state, died of complications from COVID-19, his family announced Monday. He was 84.

Driving the news: The Powell family said in a statement that he was fully vaccinated. "We want to thank the medical staff at Walter Reed National Medical Center for their caring treatment."

3 hours ago - Health

This arthritis drug cost $198 in 2008. Now it's more than $10,000

Illustration: Aïda Amer/Axios

In 2008, a box of 30 anti-inflammatory rectal suppositories that treats arthritis, called Indocin, had a price tag of $198. As of Oct. 1, the price of that same box was 52 times higher, totaling $10,350.

Why it matters: As federal lawmakers continue to waver on drug price reforms, Indocin is another example of how nothing prevents drug companies from hiking prices at will and selling them within a broken supply chain.