Ad blocking is expected to continue to grow in the US, despite advertisers' efforts to better target consumers. eMarketer estimates that 30% of internet users in the country will use ad blocking software by 2018, up from just 16% in 2014. However, efforts are being made to stop this growth by publishers, such as using detection software to display messages to users using ad blockers, designed to convince them to whitelist the site. A survey in Europe recently found that 18% of users with ad blocking turned on would be willing to whitelist a site if they believed its advertising was “reasonable and appropriate”. Another strategy used by publishers is to block anyone using ad blocking from seeing any content unless it is turned off. However, it was found that 74% of those with ad blocking turned on would simply find another site if faced with a site block.