Will Apple’s ad block kill display?

by bold-lichterman

While publishers have stood up against AdBlock Plus, Germany’s online ad blocking software, tension could build up in the coming months with a whole different player. Apple is reportedly preparing an update to its Safari browser which, in the next version of iOS, would offer developers the ability to hide certain advertisements, the publication ofa document for developers.

Safari, the first browser on mobiles and tablets

The public’s enthusiasm for this type of solution has continued to grow. Enough to annoy the big players in the sector since Adobe and PageFair do not hesitate to talk about $ 21.8 billion in advertising revenue losses this year, in a recent study, to sound the alarm bells in the face of this tidal wave. -tidal. In the end, in June 2015, the various software already had 198 million monthly active users, according to the same study, against 121 million in January 2014.

Thus, the small update from the firm to the apple could rekindle tensions by tipping a major player in thead blocking. Apple’s browser had a 54.83% mobile and tablet market share in July, according to Net Applications. If the trend continues, advertisers and publishers could therefore be forced to opt for advertising formats other than the display, such as branded content for example, or review their models But why this new option when the Cupertino group has often sought to approach publishers?

Tim Cook: “You are not our product

Suggest a ad block directly on its browser offers a new selling point to the apple company against Android, the mobile operating system from Google which should equip 81.1% of new smartphones sold this year, according to the IDC firm, compared to 15.6% for iOS. Tim Cook, the CEO of Apple, wants to play the privacy card against Google.

Without naming the Mountain View firm directly, Tim Cook said last year in an interview with American television: “Our model is based on the sale of products. Our model is not based on having information about you. You are not our product“. One way to clarify that the company does not market the data it collects on its users to remunerate itself in exchange for free services.