Does ad blocking have an effect on online shopping?

David Suárez and Begoña García-Mariñoso

Telecommunications Policy, 2021, vol. 45, issue 3

Abstract: The use of ad blocking software has risen sharply with online advertising and is recognized as challenging the survival of the ad supported web. However, the effects of ad blocking on consumer behavior have been studied scarcely. This paper uses propensity score matching techniques on a longitudinal survey of 4411 Internet users in Spain to show that ad blocking has a causal positive effect on their number of online purchases. This could be attributed to the positive effects of ad blocking, such as a safer and enhanced navigation. This striking result reinforces the controversial debate of whether current online ads are too bothersome for consumers.

Keywords: Ad blockers; Advertising avoidance; e-commerce; Propensity score matching (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1016/j.telpol.2020.102089

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