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  1. #1
    WHT-BR Top Member
    Data de Ingresso
    Dec 2010

    [EN] 80% of smartphone owners blocking ads by the middle of 2017

    Survey of U.S., European mobile users sees big jump in ad-blocking apps and browsers

    Chris Tribbey

    In the past few months the rate of new mobile users downloading and installing ad blockers has more than tripled, and if this rate of mobile ad-blocking continues, more than 80% of smartphone owners could be actively blocking ads by the middle of 2017.

    That’s according to a new report from mobile marketing tech firm Tune, which surveyed nearly 4,000 smart phones users in the U.S. and Europe about their ad-blocking habits, finding that as of January 2016, 25% of mobile users have already installed an app or browser that can block ads.

    “Monetizing content through advertising will always be a relevant way for publishers to make money,” said Tune CEO Peter Hamilton. “That said, it is up to advertisers and publishers to work together to dramatically improve the experience so that consumers can give feedback on bad advertising and receive assurance of their privacy. The more advertisers and publishers work together transparently, the better.”

    Of the 25% who’ve already downloaded an ad-blocking app or browser, nearly 8% said they’ve done so since November, though Tune is quick to point out that not everyone who’s downloaded ad-blocking technology has actually employed it when browsing or using an app.

    The report also found that men are slightly more likely than women (28.6% to 22%) to install an ad-blocking app or browser, and Android users tend to block ads more often than Apple owners (27% to 22%).

    “We thought desktop ad blocking was growing fast, but mobile is growing much faster. Which makes sense, of course — mobile is doing everything faster,” said John Koetsier, mobile economist for Tune. “The saving grace for publishers and marketers today is that ad blocking impacts so little of the mobile experience. Most of our time is spent in apps, where ads are much harder to block.”

    One of the main reasons for the growth in ad blocking, according to Tune: privacy concerns. Fifty-five percent of those surveyed said they don’t believe advertisers should be able to collect any data at all on mobile users.

    “There’s an unspoken three-way contract in media between publishers, readers, and advertisers,” said Jennifer Wong, VP of marketing for Tune. “It’s in both publishers and advertisers’ best interest to ensure that advertising is a net benefit to readers. Failing that, we’re going to see more and more efforts around ad blocking.”

  2. #2
    WHT-BR Top Member
    Data de Ingresso
    Dec 2010

    Opera adds built-in adblocker -- "it will cut page-load times by up to 90%"

    Thursday 10 March 2016

    Opera is introducing a new version of its desktop browser with built-in adblocking, removing the need for a third-party extension.

    The Norwegian software company has a history of innovations that later become common in other browsers, such as tabbed browsing. It was also an early pioneer of pop-up blocking, which targeted an earlier generation of in-your-face ads.

    Opera says the move can reduce page-loading times by as much as 90% by preventing the browser having to make requests to ad networks, which slows page loading.

    Because it is building the feature directly into its browser, page-load times are 40% faster than with existing adblocker plugins or browser extensions, the company claims.

    More than 9 million (22%) of the UK’s internet users have an adblocker installed, a recent report found, and the proportion is considerably higher among 18- to 24-year-olds, with almost half using some form of adblocker.

    Opera’s built-in adblocker will initially only be in the desktop version of its browser but it intends to add it to its mobile version in future. An Opera spokeswoman said: “Adblocking technology is an opportunity and a wake-up call to the advertising industry to pay attention to what consumers are actually saying.”

    Faster loading, increased privacy and security and a desire for fewer distractions are behind the growing demand for adblockers, but their use is causing concern for publishers who rely on display advertising for revenue. Earlier this month the culture secretary John Whittingdale, called adblocking a ‘modern-day protection racket’.

    A study by PageFair and Adobe (PDF) estimated online ad revenue lost to blockers in 2015 would amount to $21.8bn (£15.4bn) and those losses could almost double to $41.4bn in 2016. Ad-placement firm Carat forecasts global digital and mobile advertising will near $150bn this year.

    Opera, which has agreed to a takeover by a group of Chinese firms led by Beijing Kunlun Tech in a cash deal valued at $1.23bn, introduced its first computer web browser in 1995.

    With the rise of the smartphone, it shifted to focus on the mobile browser and advertising market, where it now derives most of its revenue, and has 281 million users.

    The Oslo-based firm ranks a distant fifth behind mainstream desktop computers browsers from Microsoft, Google, Firefox and Apple. The company counts 60 million active monthly desktop users worldwide.

    It relies on advertising in its browser for a big chunk of its own revenue but says it sees no contradiction with introducing adblocking controls that affect pages. An Opera spokeswoman said demand for adblocking should abate when messages became less disruptive and more relevant.

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