The rise of ad blockers

Photo: Daniel SORABJI Agence France-Presse
The idea of Google, obviously, is not to destroy advertising online, but require advertisers banners and / or videos that will not escape the internet.

More than 600 million people in the world use Adblock Plus and other extensions Web to prevent advertisements from appearing on Web sites visited.

It is almost a paradox for a group whose revenues related to the advertising exceeded the $ 70 billion in 2017. On 15 February, Google will launch a pop-up blocker ads built-in to its Chrome browser. The firm of Mountain View not cutting the branch on which she is sitting. It fits.

 

The adblockers, these Web extensions are supposed to chase the advertising Internet sites and expedite navigation, are experiencing a flourishing period. Their use has increased 30 % in the world in 2016, according to the annual report of the firm PageFair, and the trend had to continue in 2017.

 

In total, 615 million people use an ad-blocker on a computer, a smart phone or a tablet.

 

Formats intrusive

 

Rather than let the hand of third-party developers, Google has chosen to offer its own service. The subsidiary of Alphabet is now part of the Coalition for Better Ads (coalition for better ads), a global organization advocating for the end of pop-up windows or videos with sound that automatically launch.

 

“We believe that people are not against advertising, that they know this is necessary for the sustainability of media free. They are actually objecting to certain types of advertising formats, including mobile, that are too intrusive “, recently explained Carlo d Asaro Biondo, president of Google Europe.

 

“Acceptable “ads

 

The idea, obviously, is not to destroy advertising online, but require advertisers banners and / or videos that will not escape the internet. The other extensionspeuvent be more energetic, with an economic impact that serious for the affected sites. According to a calculation of the start-up AdBack, YouTube is losing close to $ 2.5 million in advertising revenues per year in Switzerland alone. In the world, thirteen sites would have a shortfall greater than $ 100 million.

 

The pop-up blocker Google Chrome has the face of dozens of competitors. Among them, Adblock Plus is installed on 100 million devices, which, in fact, the ad blocker the most popular on the planet.

We believe that people are not against advertising, that they know this is necessary for the sustainability of media free
Carlo d Asaro Biondo, president of Google Europe

In September, Eyeo, the parent company of Adblock Plus, led by the German Till Faida, has announced that it had found a system to block ads on Facebook. But the engineers from the giant Menlo Park, whose financial balance depends on the advertisers, always end up by deceiving those of the firm in Cologne.

 

As Google and Adblock (and other ad-blocker popular, used by 40 million people), Adblock Plus, aware of the realities of the ecosystem of the Web, has put in place a program of “advertisements acceptable” and a “white list” of advertisers allowed by default on the extension.

 

Protection of the private life

 

“We would like to encourage websites to use for advertising, honest and discreet. This is why we have established strict guidelines to identify the ad to be acceptable, by default. If you want to block all ads, you can disable this in the settings in a few seconds, ” warns the extension.

 

On the principle, the initiative that annoys many users, who turn to uBlock Origin. Also free and open-source software, the extension has the advantage of not seek him as the memory of the computer, whereas, on the same site, the number of ads blocked (indicated in the icon next to the URL bar) of the standard version is essentially the same as with Adblock Plus.

 

But content filters, stricter can be easily added according to the desire of the user on the two extensions.

 

Paid software

 

AdGuard, which presents itself as ” the most advanced of the blockers “, also has its fans, but it is paid for. Ghostery, which can block cookies, has adopted a policy of transparency, explaining clearly that the extension could then sell the collected personal data.

 

However, if the ras-le-bol of internet users vis-à-vis the advertising explains the growing success of the blockers, the security and the protection of privacy is another major motivator.

Share