It's hard to know which crowd Adblock Plus will upset more with its announcement today—marketers, publishers or its users.
The culture gap between marketers and today's progressive new media consumer continues to expand in ways that suggest the current era of radical behavioral disruption is far from over. Today's hyperbolic social news cycle, saturated with Snapchat filters and Brexit remorse, fuels this reality by absorbing massive amounts of audience time and attention.
For the past year, ad blockers have made waves in the media world and threatened to wipe out digital advertising.
There's been plenty of hand-wringing in the media industry over the past year about mobile ad blocking and apps that wipe out all of the ads that pop up on websites.
Genesis Media, which surveyed more than 11,500 U.S. adults in late May and early June, found that while 24 percent of respondents installed ad blockers on either their home or work computers, just 3 percent did so on their smartphones or tablets. Two things immediately jump out from those statistics:
Roi Carthy is ready to flip the switch that blows up mobile advertising. His company is threatening to hand a nuclear option to wireless carriers that would eliminate most mobile ads that make money for big tech companies, especially Google. This is a huge deal with significant money at stake, but is it a bluff?
A top ad-blocking service is targeting mobile this year, and plans its first product that could zap paid marketing on iPhones. Adblock Plus, the European software company that has shaken up the traditional ad-supported Internet, is developing an ad blocker for iOS, the company told Adweek.
It's not a mystery why YouTube is considering offering an ad-free version of its site to paying subscribers. Thanks to ad blocking software, there already are millions of potential viewers who pay nothing for an ad-free experience, and it makes sense to test whether these digital freeloaders would be willing to pay if they had a subscription-based option.