DARK TRAFFIC IS COSTING PUBLISHERS 14-21% OF THEIR REVENUE

Summary from the TLDR Marketing newsletter

Dark traffic, traffic hidden by advanced adblockers that prevent analytics, ads, and cookie banners from being tracked or displayed, accounts for 14-21% of a publisher's total audience. This unmeasured audience, consisting of real users with purchasing power, represents a significant loss in both visibility and monetization for publishers. As newer adblockers gain traction and the market fragments, publishers are facing increasing challenges in recovering lost revenue and audience insights.