If you normally run an ad blocker and you’re reading this article on Forbes.com, then you probably had to turn the blocker off to access this content or any other on the site.
Grumble if you will – but put yourself into Forbes’ shoes for a moment, or any other firm that depends upon ad revenue. Ad blockers cut directly into that revenue. Who suffers in the end? You, the consumer, because without ad revenue, many online firms would cease to exist.
In fact, Facebook has been struggling with the problem of ad blockers – in particular, ad blocking technology from eye/o, a German company that produces Adblock Plus, a popular ad blocking application.
In a well-publicized dustup in August 2016, eye/o upgraded Adblock Plus to block all ads in Facebook. In response, Facebook tweaked its code to defeat Adblock Plus a few days later.
Many observers of this curious riposte point out that the publisher vs. ad blocker battle is a long-running cat-and-mouse game, as ad blockers improve and publishers respond in kind.
From Cat-and-Mouse to Extortion
But there’s more to this story, as ad blocking need not be an all-or-nothing affair. Israel-based Shine, for example, is rolling out ad blocking technology for mobile carriers to install on their networks – giving your phone company the ability to choose which ads you see and which you don’t, regardless of the intent of the publisher.
Read the entire article at http://www.forbes.com/sites/jasonbloomberg/2017/02/18/ad-blocking-battle-drives-disruptive-innovation/
Intellyx publishes the Agile Digital Transformation Roadmap poster, advises companies on their digital transformation initiatives, and helps vendors communicate their agility stories. As of the time of writing, Instart Logic is an Intellyx customer. None of the other organizations mentioned in this article are Intellyx customers. Image credit: JD Hancock.
