The introduction of ad-blocking software in Apple’s iOS9 is setting into motion a seismic shift in the way advertising is handle in the mobile market. Google also quietly introduced ad-blocking services that block out Adobe Flash-based mobile ads in its Chrome browser. These two moves have changed the landscape for mobile ads and it will be interesting to see how advertisers adjust to the changes.
How will ad-blocking negatively impact the mobile world? Currently there are many apps and content providers that rely on a ‘freemium’ model where they offer their services for free in exchange for serving ads to users. It’s a system that has proven to be successful because users are willing to put up with ads as long as they are getting value from the content. Without advertisements subsidizing content it’s possible that ‘freemium’ services will begin to diminish in quantity and quality. It’s also likely that Apple, Google, and to some extent Facebook will all benefit from blocking ads from competing services and manage to find ways to redirect advertising money back to themselves. They are “solving” the mobile ad dilemma faced by consumers, but in a way that will help them pave the way for their own ad units.
Apple and Google appear to be trying to help users have a better browsing experience by blocking out annoying and unwanted content. They are also emphasizing the security risks that come about due to third-party advertising. Certain ads can feature malware or other tracking services that make using your device less safe. Blocking ads will also consume less data and make loading sites faster. These are all beneficial for the user, but again, it is likely that these benefits will end up helping Apple and Google in the long run by icing out competing ad units.
The best way to succeed in the new ad-blocking landscape is to focus on providing ads that are relevant and valuable for the consumer. Make sure your app has quality ads and you should be able to continue to thrive.
Read the full article here: Ad Blocking in iOS 9: No Easy Answers for Publishers