Ad blockers can also prevent publishers from collecting reader data

You might have heard: Driven by younger generations, ad blockers are growing in popularity, and the next version of Safari will allow iPhone and iPad users to block ads as well

But did you know: The common concern with the rise of ad blockers is the hit it can serve to advertising revenue, but it can also hurt publishers’ ability to collect data about their readers. Most ad blockers prevent sites from loading elements from certain domains and subdomains, which blocks the advertisements but also the tracking cookies from ad networks. The information gathered is valuable for both advertisers and publishers, who hope to charge higher CPMs by collecting and packaging that data.

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