As of March 2016, 122 million users in India are actively using mobile browsers with built in ad blocking. This is 55 per cent of Indian smartphone users. This provides new opportunities to the advertisers and marketers to adopt innovative communication methods .

Marketers and advertisers do not favour pop-up ads. These ads use data, and considering cost-conscious Indian audience, such ads are better avoided. Pop-ups should be visible only to those consumers who do not mind them, with carefully tailored content, targeting and timing. At the same time consumers are bombarded with generic ads such as pop-ups, pre-roll videos and broad banner ads. This is ineffective and unnecessary in the age of big data. Such spray and pay ads turn  people off and should be blocked! These should be replaced by more relevant ads.

Major sites are experimenting with ideas to avoid ad blocking. Some sites may restrict content access if users have ad blocker. Many publishers are investing in native advertising formats. The online ad quality must be improved.