Reasons for ad-avoidance and its effect on website publishers

Bachelor Thesis from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Mannheim, language: English, abstract: This literature review summarises current research on general attitudes towards the presence of advertisements in the media. It analyses reasons for and methods of ad-avoidance, focussing on ad-avoidance using ad-blockers on the internet. The detrimental effects of ad-blockers on website revenues and quality underline the ongoing conflict of interests between website publishers and ad-blockers. Furthermore, the thesis at hand summarises publishers' reactions to ad-blockers and provides an outlook on possible solutions to the conflict.