It’s already known that ad blocking could cost the industry – including advertisers and publishers – about $22 billion per year. Companies have tried all sorts of different tactics to try to get people to stop using ad blocking software, including begging, blocking ad blockers from their sites and other creative tactics. It used to be that ad blockers were really only used on desktop computers but now they are also used on smartphones. Now, one wireless provider in the EU has announced plans to block ads from smartphones using their services.
The providers, Three UK and Three Italia, announced their plans to block ads network-wide recently with the stated intention not to end advertising and hurt advertisers, but to make advertisers pay for the gigs their ads use – and not forward that cost to consumers. When you read news stories and blog posts on your phone, it’s not the articles themselves that eat up your data plan it’s usually the ads, and consumers end up paying for that. While this probably isn’t an idea that would float legally here in the US, it’s an interesting concept that shows just how fed up people are getting with ads.
Last year, the online ad industry actually issued a statement which basically acknowledged that their tactics had become really invasive and disruptive to web users and smartphone users, and that they would try to come up with a set of “lean” standards to improve ad experiences for consumers.
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