Ad Blockers have been around for years, but suddenly there is a big discussion about them. What changed? Apple got involved.
When Apple gets involved things get high profile. This is what happened with Ad Blockers. Suddenly these tools that allow users to browse without having to see an ad are headlining news. The thing that changed is that Apple supports ad blocking in Safari in iOS 9.
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There are now several apps that allow users to browse the web on their iPhone and iPad without ads. Mobile advertising has struggled for years and now the ads can get blocked on top of other difficulties with mobile advertising.
The New York Times even took the time to test Ad Blockers on 50 news websites. To no surprise, the results show that web sites load faster and use less data. The results vary though greatly by site. It depends a lot on how the mobile web interface is handled by a site. Most sites try to have a super fast mobile interface and only use ads that do not require a lot of bandwidth.
We pride ourselves having a very fast and still rich interface for mobile. Our ads are rather lightweight. Would you want to block them? Browse I4U.com on your mobile to find out.
If sites cannot even get a small and fast ad to their readers than there is no advertising revenue. Especially with Black Friday and the Holiday season coming up this is a critical issue for publishers.
Depending how popular these ad blockers will get after the hype settles, will force publishers to find alternative routes to monetize mobile traffic. One option is sponsored content and there are technologies that try to beat ad blockers.
For the past month we have seen actually lower mobile advertising revenue. It is though to early to say if its related to ad blocking. The real test will be around Black Friday 2015 and Cyber Monday 2015. If advertisers cannot reach customers and publishers cannot make money, things will have to change.
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Black Friday 2015 is on November 27. The first Black Friday 2015 ad has already leaked. There are already big news from one of the Black Friday stores. Staples announced to keep their stores closed on Thanksgiving Day. This could be a very different Black Friday season for many reasons.