Ad Blocking is still one of the hot industry topics, so the IAB conducts research with Pureprofile to asses the trends and examine why consumers are blocking ads. What are the key reasons people install ad blockers? Is it growing? Why do people stop using them and what can the digital industry do about it? IAB's Director of research Gai Le Roy and Pureprofile CEO Nic Jones discuss the latest wave of ad blocking research and what it means for the industry.