• BuzzFeed, Tuesday, September 8, 2015 4:14 PM

A recent study about ad blocking conducted by Adobe and Pagefair (a company that promises to help publishers "restore blocked ad inventory"),which concluded that ad blockers are costing publishers $21.8 billion this year, has "a fundamental methodology error that undermines its conclusions," according to BuzzFeed.

"To get to the $21.8 billion dollar figure, it assumed that the blocked ads, if added to the overall pool of ad inventory, would command the same rates as those in a market without them," BuzzFeed writes. "But in a real world situation, if ad blocking went away, the market would flood with an increased supply of ad inventory, dropping rates for all ads and leading to a much smaller loss figure than $21.8 billion."

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