Native ads look, read, and appear just like “true” content, putting them beyond the reach of ad blocking technology. One outcome of the renewed interest in ad blockers could be an increase in the popularity and prevalence of native advertising. Ad Blockers Present New Opportunities for Native Advertising Focus on clicks and conversions, not impressions – remember, more than half of display ad impressions aren’t even seen. Impression data for display campaigns has always been difficult to quantify, but by focusing on remarketing, you’re ensuring that your campaigns are not just potentially reaching the right people, but the right people who are more likely to convert further down the funnel. The potential rise in ad blocker adoption means that remarketing, not just regular display campaigns, is now more important than ever, because remarketing is about focusing on bottom-line metrics such as conversions. Mobile Ad Blockers Don’t Affect AppsĪnother plus is that ad blockers don’t affect app functionality, which is where most mobile device users spend their time – they only affect browser-based searches, and only then if the user has an ad blocker installed. You should be doing this anyway, but by refining your targeting options, you can rest easy in the knowledge that your ad budget is being spent as wisely as it possibly can be by targeting your “perfect” audience. You may also want to think about the targeting options of your campaigns. It’s also worth remembering that most people don’t use any ad blockers at all, and just because Apple has allowed them on the App Store doesn’t mean all users are going to radically change their behavior. If users aren’t using ad blockers on their desktops, your ads could still be shown as they always have. Mobile Ad Blockers Don’t Affect Desktop Search CampaignsĪlthough increasing use of ad blockers will affect some advertisers, it’s important to note that this whole situation was triggered by Apple’s decision to allow ad blockers to be downloaded and installed on mobile devices – this does not affect desktop campaigns whatsoever. It’s not all doom-and-gloom – there is some good news. In a way, you can think of this development in much the same way as Google’s “Mobilegeddon” algorithm update earlier this year – some sites were hit hard, and others didn’t even notice.Įxample mobile site with ad blocking disabled (left) and enabled (right) The Good News About Ad Blockers Some advertisers may notice a significant impact on the performance of their mobile PPC campaigns, whereas others might not notice any difference at all. The rise of ad blockers will affect advertisers – the real question is how, and how many. Let’s get the bad news out of the way first. This is what makes add-ons like Ghostery, which functions in a similar way to many ad blockers, so popular among privacy-minded users. As I mentioned, ad blockers have been available for years, but for Apple – one of the largest, wealthiest technology companies in the world – to openly support them is big news.Īnother reason some people use ad blockers is that some advertisements make use of scripts – tiny, self-contained snippets of code that perform specific functions on a web page – that can be easily exploited to gain access to users’ sensitive information.Īs many advertising platforms utilize tracking and behavioral monitoring technology that profiles user behavior based on the sites they visit, content blockers can be very attractive to people who do not want their online browsing preferences sold to advertisers and content delivery networks. Millions of websites, from tiny blogs to huge corporate-owned magazines, depend on online advertising revenues in order to operate. Why Is Ad Blocking So Controversial?Ī vast majority of websites on the Internet exist thanks to online advertising. The wildly successful app, which was downloaded tens of thousands of times, was pulled by Arment just 36 hours after it was launched when Arment experienced a “crisis of conscience” about Peace’s potential impact on sites that rely on advertising revenue to survive. Marco Arment, creator of Instapaper and cofounder of Tumblr, also created an ad blocker for iOS, an app called Peace. In the week after Crystal was launched on September 16, Murphy earned $75,000 from sales of his app. Murphy told the media he did not create Crystal with the intent of making a fortune, but rather to develop his iOS programming skills. The app, which was available on the Apple App Store for 99 cents, functioned similarly to AdBlock Plus and the other ad blockers on the market. Dean Murphy, a British software developer, created an ad blocking app for iOS called Crystal.
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