Friday, 25 September 2015

Apple iOS 9 Ad-Blocking: What it is and How will it affect Publishers?


Safari in iOS 9 will come with a content blocker, that can stop images, scripts and other content from loading in the devices. It will not only block advertisements, cookies and pop-ups but will also disable tracking scripts and malware domains. Acc. to September 2014 report from PageFair and Adobe - the number of ad-block users around 200 million worldwide. The increase is even more pronounced on the Mac, with the number of Safari users running ad blocking extensions rising 71 percent to 9 million.

There are a number of benefits for the user with content blocking:
a. User privacy protection, 
b. Reduce data usage
c. Preserve up to 20% of the battery life
d. Improves page load time. 
e. The new iOS 9 web view, which can be used in many third-party apps, like Twitter and Facebook, would make external links faster to load. 

NOTE: Safari in iOS 9 will, however include a feature that lets you long-press on the reload button to load the site again without the content blocker running.

Reports say - The change will costs publishers more than $20 billion per year. Content blocking in iOS 9 is going to screw up way more than just ads. These new applications, which are mostly used to block ads, block JavaScript code from loading on websites based on a list that specifies which sources are disallowed. Advertisers may not be able to use tools such Google Analytics (for website analytics), Optimizely (A/B Testing tool for websites), Remarketing advertisements etc. to their fullest potential.

The publishers will likely lean toward different types of advertisements that aren’t as easily stopped – like native ads, IP based targeting ads etc. 

Publishers will also be driven to Apple’s forthcoming News app arriving in iOS 9, where Apple can generate revenue via its own advertising system, iAd.  

A Nieman Lab report noted that Apple’s News app will rely on iAd, an OS-level ad platform that can’t be vanquished or bypassed with ad-block software. Publishers who see declining mobile ad revenue might be persuaded to sign on with News, where Apple reportedly could take a 30 percent cut of ads that iAd sells on behalf of the publisher.

(the views are crowd-sourced from various websites and is solely for information purpose only)

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