Adblocking: advertising 'accounts for half of data used to read articles'

Publisher pages are 'bloated', says report by Enders Analysis that finds 18% to 79% of data downloaded on mobiles is from ads

Advertising could account for about half of data usage for people reading articles on their smartphones, according to a study by Enders Analysis.

The small-scale study looked at six unnamed "popular publishers", both with and without an adblocker, and found that anywhere between 18% and 79% of the data downloaded was from ads.