Ad blocking software is about to reach a new zenith because Asus just announced that it’s going to include ad blocking software in all of it’s mobile devices starting in 2016. The software they have chosen to use will be AdBlock Plus, and not only does it come pre installed but it also comes switched on, as a default setting. If you’re an online advertiser, you may think this is reason to worry. However, Asus’ proprietary browser only has 15 million users, which is a drop in the ocean compared to some other mobile browsers like Apple’s mobile Safari browser.
The ad blocking war is on, with other companies starting to block users who use ad blockers. For example, Forbes, a business and finance website, announced that it is blocking users who won’t turn off their ad blockers. This sounds bad, but actually Forbes is testing a new “ad-light” version of their site for those users who would try to block ads. This version has a few less ads and no ads with animation or videos. Reps from the company say that their goal isn’t to turn people away but to actually get ad blockers to whitelist the site in their ad blocking software.
Another web publisher, Incisive Media, which owns The Enquirer and Risk, two UK publications, has also announced that they will be blocking ad blocking users. However, they don’t seem to be as open minded and lenient as those executives at Forbes. Incisive is taking the position that sites have become too overrun by ads, however, running a website is not “a charity,” as managing director John Barnes told one online publication. Barnes reports that due to this change, Incisive Media is having less conversations about impressions, and more talk about user engagement.
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