The use of ad blocking tools in the Czech Republic and their economic implications
|Author:||Bc. Samuel Havlíček|
|Year:||2022 - summer|
|Leaders:|| Mgr. Petr Polák MSc. Ph.D.
|Work type:|| Bachelors
|Awards and prizes:|
|Abstract:||This work focuses on the use of ad blocking tools in the Czech Republic and their wide-ranging implications for the digital advertising industry. As part of this
thesis, conducted an online survey which collected the necessary information
about the users of the Czech internet environment. The dataset consists of 206.
The vast majority of respondents have negative attitude towards advertising, but
almost half of them are willing to display ads to support concrete websites.
Respondents showed strong willingness to pay for online content, which may ease
any concerns publishers might have about whether they can take the bold step of
changing the system of content monetization. Additionally, significant number of
respondents were unaware of the ability to block online ads, and the data suggests
that there is great potential for ad blocking to increase in the future.