Good News, Publishers! Mobile Ad Blockers Won’t Actually Block Much Revenue

Maybe it’ll be you.


But maybe an ad caught your attention because it was in your face. Video starts playing automatically, and animated ads jump in front of what you were there to see. But in Reed’s estimation, it’s the media itself that’s responsible for the fact that “all of this is awful for the open web” because “we in the news media have allowed our websites to get overloaded with aggressive ads that take over the entire page, that slow down page load times and that suck up far more data than they otherwise should”.

Furthermore, an expectation of getting something for nothing proliferated with casual piracy. Advertisers, for their part, are contemplating how they can target the ad-blocking segment directly. Only incredible journalism seems to encourage people to make active payments or donations.

Ad blocking is robbery, plain and simple – an extortionist scheme that exploits consumer disaffection and risks distorting the economics of democratic capitalism.

Well, not if you can’t actually see any products you want to buy on your phone. “…I think the more velocity these ad blockers get, the more resources these retailers will put toward trying to figure out and fix it”. They’ll probably just think the site is broken, but it’s really their content blocker.

As the controversy over ad-blockers precipitates a debate over whether the future of media is on the open web or in the closed ecosystem of apps, Apple has positioned iOS 9’s new Apple News app as a refuge for publishers anxious about ad blockers’ effect on their mobile websites and the revenue they earn on mobile. Third party survey data rounded up by eMarketer suggests that between 34 percent and 63 percent of Millennials are actively using ad blocking.

Over the last couple years, publishers have run more so-called native ads, which are ads that look more like the content you consume on the web. As a result, popular ad-blockers are accepting money in exchange for not blocking some ads.

There are other issues too – ad blockers also block tools editors use, such as Google Analytics and Chartbeat. The price of ad space varies with Google’s auction system and can go up or down for many different reasons.

Not only does this mean that you can potentially browse websites without dealing with comments, but it is possible that it will cut your loading times as well due to the comments not being loaded. That’s a much harder problem, though: if you don’t trust someone, you also shouldn’t trust anything that their computer tells you. Some contributors argue that content and news can’t be created without ad revenue. But the reality is making things and putting them onto a quality site costs money. Ads on the desktop are bad enough, but ads on mobile are often terrible.

Several paid apps – such as Peace, Crystal, Purify Blocker and Blockr – have shot to the top of Apple’s App Store charts following iOS 9’s release.

“I don’t feel good… being the arbiter of what’s blocked”. Now, software to block ads on these gadgets has arrived -and the harsh realities of the practice are causing second thoughts.

Already, some websites are taking steps to reduce the annoyance so users won’t turn to ad blockers. But as ad blocking apps proliferate, we should be thinking about how to customize them for particular kinds of content. There are ads we may well want to see, and formats that are acceptable because they take less of a toll on performance. Cook said consumers should never trade “free services” for their privacy and security, the report relays.

A rise in native content is a given via brand-supported articles that focus on a specific message or ideal.

Publishers aren’t just sitting back and waiting to see what happens with ad blocking.


This is only the early battle in a long war. For better user experience. Can the two ever get along?

Apple's new ad blockers could give retailers fits