Ad blocking has really taken off recently. More and more people are using it, and advertisers, publishers and tech companies are scrambling to react. In this video, Gemma Nortcliffe explains what ad blocking is, why people block ads and how many people block ads around the world. She also looks specifically at mobile ad blocking, as well as the demographics and behavioural characteristics of people who block ads. Finally, she gives actionable advice on what you can do as an advertiser if you want to target people who have installed ad blocking software.