Ad blocking technology is continuing to rise globally. A report from PageFair shows that the software is currently present on approximately 600 million devices around the world, representing 11% of internet users. This means that in the past year, there has been a 30% increase in the use of ad blocking. Whilst companies such as Facebook and Google have attempted to circumvent the technology, the increase in some countries continues to be a problem for websites, many of whom rely on advertising for profit. Users in developing countries were shown to be particularly keen on ad blocking, especially in Indonesia where is it thought that around two-thirds of all internet users are using it. Paul Verna, an analyst at eMarketer, said in a statement that ad blocking was “a detriment to the entire advertising ecosystem”, and that “compelling” content was the only way to stop users blocking ads. The Asia Pacific region saw the biggest change over the past year, with a 39% increase of ad blocking use on mobile devices.