INSIGHTS 2020 Attitude towards advertising and use of ad blocking US UK Germany Denmark Sweden Norway FinlandAudienceProject Insights 2020 205 Editorial 07 Attitude towards advertising 19 Ad blocking 35 About the study CONTENTS AudienceProject Insights 2020 3AudienceProject Insights 2020 4EDITORIAL Has ad blocking peaked? Fewer people are annoyed with the ads they are exposed to. Naturally, fewer people are using ad blockers. While online ads are still not particularly loved (the majority still has a negative attitude towards online ads), we see that fewer people today are annoyed with online ads than in 2018. At the same time, ad block usage is dropping. From 2016 to 2020, the share of the online popula- tion using ad blockers has decreased across all countries, and in mos

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