From Adweek:

Mobile and desktop ad-block rates are experiencing a gradual uptick, increasing by 11% in 2023 from 2021, according to ad-filtering tech firm Eyeo and its 2023 Ad-Filtering Report.

Buoyed by the work-from-home trend, the rate of ad blocking on desktops in the U.S. reached 27% by the end of the second quarter this year, according to the report by Eyeo. The ad-blocking rate on mobile phones is 22%.

This will increase the value of social and search advertising along with podcast (and audio more broadly), newsletter, and CTV ads.

YouTube ads are valuable when in-app.