Ad filterers are a vital demographic: young, highly-educated, affluent, digital natives that lead the pack when it comes to online purchasing habits and media consumption.
Defined by the GlobalWebIndex (GWI) as “users who have blocked ads in the past month but discover brands or products through ads seen online and have clicked on an online ad in the past month,” ad filterers comprise 95% of all users who have ad blockers installed.
But more importantly, they’re a curious, invested, and extremely online group of individuals that browse, shop, read online publications, game, discover and interact with brands at rates significantly higher than their non- ad blocking counterparts.
It’s a fascinating demographic—which is why the AAX team consulted the exhaustive trove GWI keeps on internet behavior in order to further research ad filterers. What followed was the creation of the second major AAX-authored report, titled Ad Filterers Online: Purchasing Habits and Media Consumption In The USA.
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