AdBlock Plus just announced that it now has 100 million active installations which makes the double of what it claimed in January 2016. With the population of ad blockers rising it is becoming a threat for the publishers.


The true color of ad blocker users

Most of the users are really engaged and by ad blocking they are sending a message so that the publishers improve the site. This kind of people are open to see some kind of advertisement and are quite good consumers. They just don’t approve of the way the advertisement is presented and placed. Of course not all ad block users aren’t against advertisement, some of them just don’t want to see ads, of any kind.


DCN and PageFair recommendations


Ad blocking will continue to grow so publishers should act and change the situation. For now there are 198 million active adblock users around the world. This implies the fact that ad blocking grew by 41% in the last 12 months.

First recommendation that came out of the meeting, held earlier in May by DCN and blocking vendor PageFair, is to include a variety of actions like Facebook and Reddit did by providing a feedback so users can complain or reject advertising. Second they proposed to use the ad-light experience by having a limited number of ads on blocked sites. Last recommendation was to set a maximum pageload standard like Google with its Accelerated Mobile Pages.


The unreachable can be reached


According to PageFair the biggest part of ad blockers are teenagers that made out of this phenomena a mainstream. Like generations before, teenagers reject the old models, they want something new. The best way to interact with them is to respect them and avoid unnecessary “tracking and snooping”. As an example David Barton, editor at PageFair, compared the situation of the ad blockers with OK Soda, soda produced by Coca- Cola to reach generation X of the 1990-s.

It was a failure and pulled from the shelves a year after launch. “The lesson is that a segment sensitive to – and cynical about – advertising needs to be approached carefully”- David Barton. The audience of ad blockers isn’t unreachable, it is sensitive and needs it’s own approach. Reaching this audience is a privilege knowing that if they see an ad they are most likely to interact with it more than non ad blockers because they see no other ads.


From web to mobile


Three UK, a british mobile- phone carrier, will start trialing ad-blocking on it’s network in June. One of the major wireless providers in Europe became the first to test the ad blocking technology that is so criticized by publishers and advertisers. According to Tom Malleschitz, the chief marketing officer of Three UK: “The current ad market is broken. It frustrates customers, eats up their data allowance and can jeopardize their privacy. Something needs to change.” The issue here is the pay data charges that consumers have to face when entering a site with display advertisement. All in all consumers shouldn’t have to deal with intrusive and excessive messages appearing on their screen.
The 24- hour trial will start the week of June 13. Three even said that they will contact customers to ask for their participation.


Legality of ad blocking

It’s important to mention that, Ad Blocking is still legal. Some of the advertisers have already tried to challenge the legality of the software. In particular approximately 2 moths ago a Munich court has ruled against the biggest newspaper in Germany “Süddeutsche Zeitung” saying that Adblock Plus is legal. In fact, this is the fifth legal challenge of the ad blocking company in Germany that has been won.

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