Global monthly active desktop ad blockers grow to 220 million.
A report by software maker Adobe showed that the growth of organic web traffic in North America may have stalled.
The web traffic registered a growth of only 0.1% over the past 42 months, according to the findings released by Adobe in its inaugural Advertising Demand Report.
The report studied website traffic, digital advertising strategies, ad blocking adoption and consumer perceptions.
While six out of ten sites witnessed an average monthly traffic growth of 1.1% between Q2 2013 and Q2 2016, nearly four out of ten sites saw traffic decline by 1.3%.
During the period, growing websites were able to see 36% increase in traffic from personalised ads via email, paid search, social and other channels compared to shrinking sites.