AdBlockers: A Threat or an Opportunity for Online Advertising?

Users are increasingly fed up with annoying ads, leading to a significant growth in the use of ad blockers. Despite legal challenges, such as the recent German Supreme Court ruling upholding the legality of ad blockers, this trend shows no signs of slowing down. Until publishers find non-annoying ways to monetize their content, we expect ad blocking to continue growing.

Future of AdBlockers: A Fog of Uncertainty

The future of ad blockers remains unclear, but there are some facts we can be certain about. By the end of 2017, it is expected that approximately 30% of internet users will be employing these tools to screen out ads. This means nearly one in three users will never see display ads unless publishers find alternative monetization strategies.

Google has taken steps to address the issue, recognizing that there are many unsavory players and intrusive ad formats that are tarnishing the reputation of digital advertising. They have confirmed that an ad blocker will be included in Google Chrome starting in the first months of 2018. Additionally, Google has joined the Coalition for Better Ads, a group dedicated to improving online ads and issued Better Ads Standards to make online ads less intrusive and disruptive.

Google's Initiatives: A Move Towards Better Advertising

Google's initiatives reflect a recognition that there are many players in the digital advertising industry who do not contribute positively to the user experience. The goal is to curb these bad players and encourage the use of ad formats that do not create a negative user experience. Google's efforts are part of a broader push to make online advertising more acceptable and effective for everyone involved.

Based on these facts, a team member at our company has written a post sharing advice for advertisers and publishers on how to reduce the impact of ad blocking. You can read the article here.

Ad Blocking: A Digital Media Industry Power Player

Ad blockers are a formidable player in the digital media industry, commanding serious attention from marketers. They are changing the way ads are sold, presenting new challenges and concerns daily. Some even wonder if the obstruction of intrusive, distracting, and irrelevant ads brings the end of Internet advertising as we know it.

According to anti-ad blocking firm PageFair, over 198 million people globally run ad blockers each month, a figure that has even seeped into pop culture, with satirical takes on the topic being provided by shows like South Park and Howard Stern.

The pervasiveness of ad blockers is undeniable, and digital media companies must adapt to this new reality. For advertisers, it means re-evaluating their strategies and focusing on delivering value to the user beyond the ad itself. Publishers must also find innovative ways to monetize their content without resorting to intrusive ad formats.

Despite the challenges, the rise of ad blockers also presents an opportunity. It encourages a more thoughtful and user-centric approach to advertising, one that values the user experience over immediate revenue. As Google continues to lead the charge for better ads, the industry will evolve to meet the changing needs of users and advertisers alike.