Slow load times are a major factor in the adoption of ad-blocking solutions, according to a new report.
Online advertisements account for 9 per cent of space on the webpages of the 25 top US media companies. But the same ads contribute to 54 per cent of load times and 55 per cent of the page's total data.
That's to do with the way that ads are delivered and the tech that lies behind them.
"The misuse and lack of control over advertising technologies is a major, if not the major, contributing factor to the increasing use and adoption of ad-blocking solutions," the report stated. "It is our hypothesis that advertising technologies are negatively impacting publisher websites."
The report, shown to Business Insider, comes from Secret Media, a consultancy that believes that ad-blocking can only be "a short-term solution," envisioning a "harmony between content and advertising."
Two of its currently serving co-founders had helped start and run French blogging platform Overblog, and all three had been involved with native video advertising company Teads.
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