Tag Archives: ad blocker

Ad Blocking Challenges and Opportunities

17 Jan

Ad blocking has become an enormous problem for firms marketing online, going from nuisance to major threat. As a result, there are ad blocking challenges and opportunities to consider.

To begin, read Technopedia on ad blocking:

“An ad blocker is a program that will remove different kinds of ads from a Web user’s experience online. The programs target such ads as pop-ups and banner ads. Online ad blockers work in many different ways. Thus, some are standalone programs. And others are features of more comprehensive customizing services. Or add-ons for a particular browser or operating system. Some browser-specific programs work well in a particular environment. Others work with Windows or other operating systems to block ads.”

“In general, users have options for blocking different kinds of ads. Some programs delete cookies and other Web markers to limit ads. Thus, Web proxy programs  can effectively block ads. And some users choose to block Adobe Flash to stop annoying video ads. These are common on some Web sites. Also, freeware programs may use simple principles to block out ads.”

 

Ad Blocking Challenges and Opportunities

Looking ahead, what must we know about ad blocking challenges and opportunities? To learn more, we turn to various sources.

  • In 2017, we reported that both Facebook and Google set stronger rules for advertisers.
  • As a result of these rules, many firms feel more confident about where their ads will be placed. And it will be better for them if annoying ads are blocked.
  • On February 15, 2018, Google Chrome will introduce its own ad blocker. And according to TechCrunch:

“This won’t block all ads on all sites. Instead, it’ll stop ads deemed overly annoying or intrusive. But it will block all ads from sites where even one ad displayed on the site doesn’t meet its standards.”

“Google has worked with publishers to ensure they’re in compliance with the new standards in advance of going live. It’s done a lot to make sure that this wasn’t sprung on anyone without warning.”

“Also, Google hopes that by building ad-blocking into Chrome, it can ease the concerns of consumers who find intrusive ads ruin their experience. But not have them resort to more restrictive third-party blockers. Those could cut into their own primary business – which remains selling ads.”

Ad Blocking Challenges and Opportunities
Ad Blocking Challenges and Opportunities

 

How Big a Hurdle Is Ad Blocking in 2017?

17 Feb

Ad blocking is becoming an enormous problem for online marketers, going from a nuisance a couple of years ago to a major threat today. ARE YOU PREPARED TO HANDLE IT?

Technopedia describes ad blockers as follows:

“An ad blocker is a program that will remove different kinds of advertising from a Web user’s experience online. These programs target certain kinds of ads, such as pop-ups, banner ads ,and other common forms of online ad blockers work in many different ways. Some are standalone programs, while others are features of more comprehensive customizing services, or add-ons for a particular browser or operating system. Some browser-specific programs, like PithHelmet for Safari, or other programs for browsers, like Opera, are designed to work well in a particular environment. Others work with Windows or another operating system to block pop-ups or other kinds of ads.”

“Users have a wide range of options for blocking out different kinds of ads. Some programs delete cookies and other Web markers to effectively limit ads. Web proxy programs like Privoxy can be effective ad blockers. Some users will choose to block Adobe Flash in order to block annoying video ads, which are now common on some websites. There are also freeware programs that may use simple principles to block out advertising.”

So, how much of a threat is ad blocking in 2017? Even though eMarketer has scaled back its estimates slightly; ad blocking is still growing significantly. As eMarketer notes:

“eMarketer has scaled back its estimates of ad blocking users in the U.S., reducing the number to 75.1 million. At that level, more than one-quarter (27.5%) of US internet users will use ad blockers this year. While the estimate has been reduced, growth is still significant, at 16.2% in 2017.”

“Ad blocking is much more common among desktop/laptop users than smartphone users. For smartphones, the incidence of ad blocking is less than 8%. That’s partly because mobile ad blockers are often not as effective — especially within apps — as they are on desktops and laptops. Ad blocking continues to be far more prevalent among younger people. This year, 41.1% of millennials will use ad blockers, r estimates. The use is lower among Gen X internet users at 26.9%, and for baby boomers, ad blocking is at 13.9%.”

 
Click the image to read more.

US Ad Blocking User Penetration, Desktop/Laptop vs. Smartphone, 2014-2018 (% of population)

 

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