3 Quick Thoughts On Ad Blockers From An Online Marketer
With the release of MacOS 10.13 — High Sierra — Apple has updated Safari to include some technical barriers to tracking cookies. I’ll provide more thoughts on this move in a future post. But for now, I wanted to share 3 quick thoughts I jotted down in September 2015, when the iOS ad blocker debate first emerged:
- Ad-blockers failed at a fundamental level in their messaging. Just look at their names: 1Blocker, Blockr, Peace, and NoAds. They should have never positioned themselves as ad-blockers only. If Tivo came out as solely a ‘commercial blocker’, there would have been similar outrage by media companies. What if ad blockers had instead positioned themselves as a tool to speed up the mobile web. Very different.
- I’m surprised I haven’t seen more talk about ‘read it later’ services like Pocket and Instapaper. They have been blocking ads for years — with virtually no outrage. More so, there are so many comparisons between ‘read it later’ services and DVRs. However, these services positioned themselves as more than just ad avoiders. They provided additional value.
Everyone hates advertising in general, but we love advertising in particular. — Cindy Gallop