Ad blocking takes off on mobile phones, a challenge for publishers

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 About 15% to 30% of website traffic is from people with ad-blocking software, online ad firm Blockthrough reports.

The number of people using ad-blocking technology on mobile browsers has surged to 527 million, an increase of 64% over the last three years, according to a report published Thursday. Combined with ad blocking on personal computers, that means a total of 763 million devices were running ad blockers in the fourth quarter of 2019, the report said.

That means about 15% to 30% of website traffic is using an ad blocker, said Marty Kratky-Katz, chief executive of Blockthrough, a Toronto-based company that helps publishers try to cope with ad blocking.

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