There are now 198 million global active users of ad blocking software, up 41 percent from 12 months ago, according to a recent report by PageFair and Adobe. The report also estimates that ad blocking will cost publishers $22 billion in revenue this year.
Some caveats: PageFair isn’t an objective industry observer, since its business revolves around helping publishers circumvent these blockers. Also, the impact on mobile may be reduced as more content is distributed on apps and social networks. Lastly, there have been arguments that ad blocking won’t hurt publishers as badly as you might think, because the ad business has always been “lossy,” with lots of wasted money, whether you’re talking about TV or print.
See, for instance, department-store magnate John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
There are sites for which I gladly turn off the blocker. Equestria Daily is one; I shut it down on Fark for a while, but found that some of their sneakier ad-placement suppliers had found ways to crash my browser with horribly designed garbage.
And there are sites for which I will probably never turn it off, such as NewsOK.com, on the basis that I give their parent company somewhere upwards of $200 a year and should be exempt from that crap for that reason alone.
Besides, there are people in desperate need of an object lesson here:
Harry Kargman, the founder and CEO of mobile ad company Kargo, agreed that in many cases, online ads have created “a bad consumer experience — from an annoyance perspective, a privacy perspective, a usability perspective.” At the same time, he said that as the industry works to solve these problems, it also needs to convince people that when you use an ad blocker, “That’s stealing. It’s no different than ripping music. It’s no different than pirating movies.”
Horse doodles. You want an analogy that fits? It’s pushing the next station on the car radio the moment you hear that douchebag from [much-hated auto dealership].
(Via Daily Pundit.)