What is AdBlocking bringing to the table?
Advertising has existed in our society since ages, the first forms of advertising originated in 4000 BC.
Back then, advertising wasn’t as big an industry as it is now.
The advertising industry is worth millions of dollars. It is even more empowered with the Internet at its expense.
Advertising on websites and web pages gives web creators a way to earn money and a way for advertisers to put forward their products to the masses.
This mutual relationship between advertisers and creators has given a way for people to receive quality content for free.
But, all’s not merry in the land of advertising. There’s one major villian making time difficult for web creators.
AdBlocking: What and Why?
AdBlocking, as its name suggests means blocking ads.
AdBlocking is done by softwares called “AdBlockers”.
What these AdBlockers do is, they block advertisements on any webpage or website, giving way to content and putting off advertisements abruptly.
AdBlockers are not something new, they’ve actually existed for a long long time.
But they’ve got a lot of press recently.
Why Have They Had So Much Press?
With $182 billion in revenue, Apple is in all terms the highest earning technology companies in the whole world.
That’s why what Apple does brings a lot of attention, even if it has been done before.
Apple’s newest smartphone OS, iOS 9 now supports AdBlocking apps. Although it has been supported by android for a long time, now that it’s in iOS, it’s garnering a lot of attention.
All the bloggers and online creators know well, the more you’re mentioned online, more the chance of new people finding you out.
The press AdBlocking is receiving is making more and more people download AdBlockers, iOS and Android alike.
The more press something receives, the more its influence grows and more people are likely to try it.
But What Does It Mean For Web Creators?
A Web creator as you may know, is a person who creates content on the internet.
The most common form of Web creators are bloggers and YouTubers.
They spend their time creating content on the internet and get money in return for it.
From where do they get this money? That’s right, advertisements.
You see, web creators have their content to offer, and most of them offer it for free. To earn money from their content, they run advertisements on it.
The advertisers pay them for running ads, they get people’s attention and the creator gets money. It’s a healthy symbiotic relationship.
But then the AdBlockers come in, as I’ve explained before, AdBlockers block ads and try to display the website without any “obstructions”.
Creators get money from advertisements when somebody sees them and even more when somebody clicks on them.
But now that there’s no advertisements, nobody sees them, and nobody clicks on them.
It’s an even bigger problem for them, because creators can do nothing about it except plead people to not use AdBlockers, which is kind of awkward to do for a creator.
In the words of this interests me,
Using AdBlock is similar to walking into a cafe, ordering a cup of coffee and then walking out without paying.
A Doom of Free Content?
Currently, AdBlockers are estimated to cost websites 40% of their income.
But if AdBlockers blow up even more, or we get AdBlocking built in our browsers, then it will pose difficulty for free content.
Keeping up free content will not be as easy as it is now.
Advertising is many creators’ only source of income. If it doesn’t work, they’ll have problems.
But there are some workarounds that might come in use more to prevent the impending doom.
The first workaround for AdBlockers is asking viewers to whitelist their website, turning off AdBlocking altogether.
Block the users who use adblock from accessing the website until they turn it off.
Some provide weekly surveys instead of ads and some ask the viewer what type of advertising they would like.
There’s also native advertising, it basically means that the creators make “sponsored” content. Kind of like product placements, except more straightforward.
A really obvious way is paywalls, you have to pay to get the content.
And it is happening, YouTube Red was introduced in the U.S. recently. In YouTube Red, you basically have to pay a monthly subscription fee, and no ads will be displayed on any videos you watch.
You will also get access to exclusive content creators create for Red. Red has just been launched, so there’s not so much of exclusive content available for it right now, but it will have tons of content available soon from creators who want to chime in to the new phenomenon.
But the majority of YouTube will still remain free, as it is now.
Final Thoughts And Message
Although I don’t like AdBlockers, there’s another perspective to look at them before making a judgement for yourself.
AdBlockers do sabotage the website and take away its income from it, but they’re fueled by a problem adverts have, absurdity.
The advertisements displayed in between Superbowl are loved by the people because they are generally cute, fun and interesting.
But internet advertising has flashy, irrelevant, out of context ads that have that “one secret way to lose belly fat”, or autoplaying video ads and whatnot.
I mean, come on advertisers, seriously?
These weird ads are the problem the people, and AdBlockers have with advertisments as a whole. AdBlock Plus, the biggest AdBlocker we currently have, acknowledged this and said,
You could say that if our initiative is successful it will lessen the desirability of using ABP or other adblockers – that’s part of the reason that we want to develop additional products with Eyeo (parent company). As we say, purging bad ads is just a start to a better internet.”
The “initiative” mentioned in the quote is another fancy “feature” of ABP (AdBlocking Plus) you could read more about here. Note that the shady details about it are not mentioned there, so you might want to ask in the comments section to find out.
The problem lies in both sides, AdBlockers are making money by tyranny and bad advertising is driving people insane.
What we need is change, AdBlockers should block only annoying ads and online advertising should mature and be able to bypass AdBlockers.
Once web advertising evolves, people will not need AdBlockers.
And AdBlocking giants won’t let that happen.
I mean the quote is good and all, but we all know that ABP will not let millions of users tap away this easily.
We need a company which has their hands in both, a company which will makes AdBlockers that slay annoying ads only and advertising that doesn’t suck.
And you might think that I’ll promote some company here, but I won’t, because there’s no such company.
Or none that I know of.
And that’s it for this one! What do you think? Are AdBlockers the fruit of evil or are they the most saintly thing you’ve ever seen? Or a bit of both? Whatever you think, let me know through the comments section below.
And if you use AdBlockers, then don’t, or at least whitelist the websites you like and use. But do turn it on on a website with one of those “belly fat” ads. They’re annoying.