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Ad blocking must be directly measured, not estimated from the number of downloads of ad blocking extensions or ad blocking mobile browsers. In mobile, due to app store rules, one app may not interfere with the operation of another app, which includes calling for ads. So unless users use an ad blocking browser or specifically configured proxy server, ads are NOT blocked in mobile. Our data confirms 100% of ads are loaded in mobile, in the U.S. And ad blocking may be irrelevant to advertisers because good publishers do not call for ads when an ad blocker is active (they respect consumers' wishes or they have asked them to whitelist the site).