Rise Of Ad Blocking Software Threatens Online Revenue
Ad blockers are simple software programs that prevent ads from being shown on websites. Ad blockers are typically browser add ons, and are available for the Chrome, Firefox, Opera, Safari, and Internet Explorer web browsers. It blocks ads from displaying when a user surfs the internet by refusing a connection to a given ad.
Ad blockers have been around for years, but online advertisers all over the world have been freaking out about these software programs lately. Some news websites have even gone as far to say that ad blockers will herald the end of the Internet as we know it. It blocks ads from displaying when a user surfs the internet by refusing a connection to a given ad. Typically, ad blocking is accomplished by installing an ad blocker via a browser plug-in, like Ad Block or Ad Block Plus. Recently, Ad Block Plus has also developed a mobile browser plug-in which translates the ad-blocking experience to mobile devices.Ad blocking is not an exact science, and the algorithms that the programs employ aren’t always accurate. They are sophisticated enough, however, to remove most ads from sites.
For the uninitiated, ad-blocking software enables consumers to view content online without viewing ads. Some ad-blockers work by blocking pop-ups and Flash animation. A consumer can get an extension for his or her browser that will block ads.
These come in varying levels of sophistication but they typically work off of a list of advertising servers to identify ads. For example, some ad-blockers allow you to white-list and black-list certain sites. Others prevent all audio and visual components on a site from loading.
The use of ad-blocking software has divided the online world. Supporters say it allows people to get better access to content without having to suffer through abrasive ads. Opponents, particularly companies that rely on advertising, say blocking ads violates the implicit contract that people agree to when viewing online material, much of which is paid for by digital advertising.