According to a new series from Adotas: “Online Advertising, Life After Mobile Ad Blocking,” iOS 9 was recently released and the tools for developers to create ad-blocking software are incorporated into the operating system. This gives mobile users the tools they need to block ads as easily as desktop browser users do when using AdBlock Plus and other such apps.
The number of ad-block users is already troubling, says the report. In the U.S. it’s estimated at 16% of Internet users; in Europe it’s much higher. Now that mobile is becoming an ad-block zone, the numbers will skyrocket, opines the report.
Writing in Venture Beat, Dylan Tweney points out that it’s becoming clear that readers are finally getting fed up:
Did you look at an underwear website a few weeks ago? asks Tweney. As a consequence, “… you’re going to be seeing ads for underwear every time you visit Facebook, or any of dozens of other sites, thanks to retargeting software that lets the underwear maker target ads to you based on the fact that you expressed a fleeting interest in their product…”
Online publishers and marketers and ad networks are hoping native advertising is next, says the report.But users know advertisers are trying to fool them and resent it.
As an alternative, says the report, some sites can try to create another revenue stream. But that does nothing for the ad network industry or folks trying to get the word out about a product. Others can offer only the most high-value ads to a premium audience. But that eliminates most websites and ads. And some sites can set up paywalls that get folks to fork over some nominal fee for access to content. That’s never been widely successful, concludes the report.
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