Yahoo Mail has begun preventing ad blocker users from accessing its free webmail services, instead displaying a message that asks them to disable their ad blocker to continue onwards and be able to read and compose emails.
The issue first appeared early on Thursday, with dozens of ad blocker users soon taking to social media and web forums to complain that they had been prevented from accessing their mail and served with an ultimatum.
According to Yahoo, the move is part of a test the company is running for a small number of Yahoo Mail users in the US, but it could indicate Yahoo’s plans for ensuring ad revenues continue to roll in from across its Yahoo Mail servers, or even its entire ecosystem.
There has been an increasingly level of worry about ad blocking among publishers and advertisers over the past year, as figures show increasing levels of adoption among consumers, and the rollout of iOS 9 brought ad blocking to mobile browsers using Safari. While some companies, such as Yahoo, have elected to fight fire with fire, blocking the ad blockers, many industry experts, including the IAB, have called for better ad design and deployment so that ads do not disrupt the browsing experience for users.
While Yahoo’s move is just a test and not a permanent implementation, and therefore may not be as rigorous as a final product would, ad blocker users had already found ways around the restriction within a few hours of it being added, suggesting that giving ad blockers a taste of their own medicine may not be the solution.
Article Link: http://mobilemarketingmagazine.com/yahoo-locks-ad-blockers-out-of-email/
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