They do their best to reassure people that online ads are safe. That means mobile users on both Android and iOS have access to ad blocking options, just as desktop computer users do.Īdvertising technology companies have been aware of the problem for years and many understand that the excesses of legitimate advertisers and the predation of cybercriminals play a part in the public's growing desire to block online ads. To make matters worse for publishers, Apple introduced an ad blocking API - which it refers to as "content blocking" - in iOS 9. It's a trend that has caused considerable alarm among the many businesses that depend on ad revenue and on the effectiveness of online ads. In the US, the report found 45 million monthly active users of ad blocking software during Q2 2015, an increase of 48% from a year earlier. Ad blocking grew globally by 41% from Q2 2014 to Q2 2015, according to the report. PageFair, a consultancy that helps marketers deal with ad blocking, and Adobe, a maker of marketing and analytics software, released a report last August that estimated ad blocking cost publishers nearly $22 billion in 2015.
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