New Crop of Ad Nixers
Ad blocking is back: The once-clunky software that blocked unwanted — for the consumer, that is — banners and pop-ups has evolved significantly. Today’s browsers support sophisticated ad-blocking code.
Software like Adblock or search-based Myway work like ad-syndication networks in reverse. Instead of using databases to distribute ads, they use similar code to block them.
Ad-blocking software is still relatively rare — about one percent of Web users. But that may not last.
“Ad-blocking definitely gets a spot on the radar,” says Corey Weiss, a vice president at Palisades Media Group in LA. “I expect it to put pressure on Web marketing to be more integrated into the content.”
It’s either that, or no one’s going to see the darned spot.