A very nice piece by Casey Johnston that explains what situations the editors and publishers have to cope with given the predictable success of adblocking software:
A few months ago, the Reuters Institute for the Study of Journalism at the University of Oxford released its Digital News Report 2015. One of the products of the current online ad environment, according to the report, is “significant consumer dissatisfaction with online advertising, expressed through the rapid take up of ad blockers.” Another, recent report from Adobe and PageFair, a service that attempts to monetize users who block ads, estimated that sixteen percent of people in the US block ads. In some pockets of the internet, the rate of adblocking has always been high — according to Adobe and PageFair, 26.5 percent of people who visit gaming websites block ads, and at a tech website I used to work at, even five years ago, the rate hovered around thirty percent — but according to the Adobe report, usage of adblocking software has grown forty-eight percent in the US over the last year.
Thursday, September 17, 2015
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