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The Impact of Ad-Blocking on the Sustainable Development of the Digital Advertising Ecosystem

Author

Listed:
  • Janusz Wielki

    (Faculty of Economics and Management, Opole University of Technology, 45-036 Opole, Poland)

  • Janusz Grabara

    (Faculty of Management, Czestochowa University of Technology, 42-200 Czestochowa, Poland)

Abstract

Despite the rapidly growing expenditure on digital advertising, the effectiveness of the functioning of the digital advertising ecosystem is becoming less and less visible. This is related to the fact that only a small part of the expenditure incurred by organizations on various forms of digital advertising brings the expected results. For several years now, a phenomenon that stifles the effectiveness of the digital advertising ecosystem and deteriorates the ROI (return on investment) of advertisers has been the widespread practice of blocking advertising, known as ad-blocking. In this context, the aim of this article is to analyze the scale of the phenomenon of ad-blocking and its causes in terms of its impact on the effectiveness of the functioning of the digital advertising ecosystem and its sustainable development, which is extremely important from the point of view of the development of electronic commerce. In order to carry out this study, a literature analysis was conducted on the genesis of this phenomenon, its scale, causes, and economic effects. After this stage of research, in order to obtain primary data, a questionnaire survey was conducted on a group of individual Internet users. The results of the research indicated three main reasons for the development of ad-blocking. These are: excessive number of advertisements, their excessive invasiveness, and the mismatch between the advertisements displayed to the user and the user’s interests. In the context of these results and of the continued sustainable functioning of the digital advertising ecosystem, it is essential that the advertising industry be able to offer users alternatives to ad-blocking that they consider valuable from their own point of view and that take the users’ expectations into account.

Suggested Citation

  • Janusz Wielki & Janusz Grabara, 2018. "The Impact of Ad-Blocking on the Sustainable Development of the Digital Advertising Ecosystem," Sustainability, MDPI, vol. 10(11), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:11:p:4039-:d:180469
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    References listed on IDEAS

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    1. Judit Nagy & Judit Oláh & Edina Erdei & Domicián Máté & József Popp, 2018. "The Role and Impact of Industry 4.0 and the Internet of Things on the Business Strategy of the Value Chain—The Case of Hungary," Sustainability, MDPI, vol. 10(10), pages 1-25, September.
    2. Ben Shiller & Joel Waldfogel & Johnny Ryan, 2017. "Will Ad Blocking Break the Internet?," NBER Working Papers 23058, National Bureau of Economic Research, Inc.
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    Cited by:

    1. Janusz Wielki, 2020. "Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development," Sustainability, MDPI, vol. 12(17), pages 1-20, September.
    2. Ningyan Cao & Normalisa Md Isa & Selvan Perumal, 2023. "Effects of Risk Attitude and Time Pressure on the Perceived Risk and Avoidance of Mobile App Advertising among Chinese Generation Z Consumers," Sustainability, MDPI, vol. 15(15), pages 1-18, July.

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