Ad-blocking software is surging in use, so online marketing companies need to respond with more relevant ads, according to Mary Meeker.
In her 2016 internet trends report, delivered Wednesday at the Code Conference, Meeker said 420 million people now use mobile ad-blockers, up 94 percent in the past year.
Growth is being primarily driven by consumers in China, India and Indonesia.
"If ever there was a call to arms to create better ads, this is it," Meeker, a partner at venture firm Kleiner Perkins Caufield & Byers, said on stage at the event in Rancho Palos Verdes, California.
According to Meeker's data, 93 percent of consumers consider using ad-blocking software and 81 percent mute video ads. To be effective, mobile ads need to be authentic, entertaining, personal and work with the sound off, she said.
Meeker cited Snapchat as a company with particularly engaging ads.
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