Yahoo has been suffering some serious backlash for its attempt to block ad blockers. Yahoo reportedly has been running a trial in the US with users that prevents them from accessing mail if ad blockers are enabled. Fortune.com covers this faux pas, noting that when Yahoo Mail users try to access Yahoo Mail, they are greeted by a screen saying “Please disable Ad Blocker to continue using Yahoo Mail.” Those who were affected by this trial took to social media platforms to complain publicly. Fortune notes that this episode is part of a larger trend of experimenting with blocking ad blockers.
Websites have to grapple with the reality that they risk losing advertising revenue if they allow users who have ad blockers installed on their desktops and smartphones to access content. On the flip side, they also risk alienating users and negatively impacting website traffic if they expressly prohibit ad blockers. Online publishers' revenue model is based on advertising, therefore, ad blockers represent a real threat to those businesses. The Fortune article reports that one study expects the online ad-industry could lose $1 billion per year due to mobile ad-blocking.Striking a balance between optimizing the user experience by making online ads unobtrusive and unoffensive and monetizing websites via ads will be an important part of the conversation.
- Olympia
Source: http://fortune.com/2015/11/23/yahoo-ad-block/
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