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People really don't like pop-up ads, pre-roll

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.