The growth rate of ad blocking in the UK, France and Germany has dramatically fallen. Currently, 43 million people in these three countries use ad blockers, with nearly 30% of German internet users using the technology. However, a survey from eMarketer has shown that the popularity of ad blocking is waning. New user uptake is expected to drop from 8.8% to 7.4% in Germany, and from 10% to 8% in both the UK and France. This could soon rise again, however, with Google’s new Chrome browser, which will be launched in 2018, having a built-in ad blocking solution.