Web Display Ads are Dying and Here is The Proof

Native advertisement emerged as a buzzword among marketers and advertisers recently because digital content consumers stopped paying attention to them. And now Internet companies, which have built their business through advertisement sales, are rolling out new protocols that indicate that display ads on the Internet are actually under threat.

Less than a day after the release of iOS 9, Ad Blocker apps shot to the top of the charts in the iOS App Store worldwide, including topping the paid apps. These apps block any display ads from showing up on mobile websites. Content blocker, which enables users to block advertising, trackers and third-party scripts is coming out as an important feature on iOS 9. Apple has given the power into the users’ hands to use an Ad blocker of their choice.

This is similar to the Google Chrome extension, AdBlock, that blocks all display ads (including Facebook and Youtube ads as well) and claims to have over 200 million users worldwide. With Chrome being the second most popular browser worldwide, this is an alarming piece of information for all the blogs and websites who solely depend upon banner ads for their revenue generation.

Additionally, Google, which runs the web’s largest ad exchange, recently banned Flash ads on Chrome. The main reason behind this move is stated to be Chrome’s performance, which is being hindered by too many Flash content.

Now the attention is shifting fast from desktop browsers to mobile browsers, and from display to native ads. Users demand for a better experience. Apple by officially introducing the adblocking feature has given a proof of the same.

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In order to safeguard the interests of its advertisers, Facebook has taken several steps in the recent past. It announced that it would soon introduce a service that will let advertisers pay for ads only when they are scrolled through from top to bottom on its news feed. The new service, called “100 percent in-view impressions”, will include text, photo, link and video ads. The company brought this change because the advertisers weren’t exactly happy paying for partial impressions, and there was a need for creating a better technology to measure display ad impressions. But since the usage of ad blockers is increasing, how will the company create a work around for this for the image and banner ads?

For Web publishers, adblocking is clearly a dangerous wave. Since publishers can not rely on the traditional ‘free content funded by ads’ model anymore. Not all digital publishers have the option of providing paid content, and with banner ad revenues getting cut short by ad blockers, finding an alternate creative and innovative method of ad has become imperative. Native content ads appear to be one answer for this. It will be interesting to see how publishers cope with this crisis.

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  • Quan Yuan

    No one can guarantee removal of all ads. It depends on how well the adblock extension performs. Besides the ones you already heard a lot, you may be missing a good one on your watchlist: goo.gl/pDvgzr. It is currently beta testing.