Ask online advertisers what their biggest headache is today, and they will probably say ad blockers, which are browser extensions and add-ons that can remove adverts from websites.
The growth of ad blocking has been followed closely by Dublin-based PageFair, a group looking to find a way for online advertising to survive. In its third annual study, published in August last year, it revealed that ad blockers are costing around US$22 billion a year in lost revenue.
With around 200 million active users and rising, the loss of revenue is already disrupting the industry, with worse to come as more people get on board.
For many advertisers and publishers, the next 12 to 18 months will see a tipping point, as the gap between the cost of doing business and dwindling revenue widens.
What Users Want
The reality is that ad blockers are here to stay, and so is online advertising. The problem lies at both ends of the spectrum; those who want something for nothing and everything for free, and with those at the other end who push profit over propriety.
The problem is that people are becoming more digitally savvy, taking control of Read Full Article
Source: The Epoch Times ยป Tech