An estimated 200 million people now actively
use ad blockers worldwide — nearly two thirds the number of people who have
a Twitter account, and the number is frantically increasing. That's a small
fraction of the nearly 3 billion people estimated to use the Internet worldwide
but enough to evaporate an almost $22 billion chunk of total online ads revenue
this year.
While companies like The Washigton Post are trying “relatively mild solutions” like testing out a feature that directed ad block users to a subscription page, Yahoo has found a much more extreme solution.
It has launched a test run of a feature that locks out
anyone who has an ad blocker installed. Basically, whenever these people try to
access their email accounts, the screen
orders them to first disable ad blockers in order to access their emails.
Of course there is logic to try to find a solution for ad
blocking (the company keeps showing decreasing results ver the last quarters).
Nevertheless, by simply impeding their users to see their emails unless they
deactivate their ad blockers, Yahoo seems to have found the fastest way to wipe
out its own email customer base.
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