Block shock
Jun 6th 2015
Internet users are increasingly blocking ads, including on their mobiles.
By some estimates, more than 200m people worldwide are now regular users
of ad-blocking programs (see chart). Eyeo, the maker of Adblock Plus,
the most widely used such software, says it has been downloaded more
than 400m times.
Some internet firms, including Google, are said to have cut a deal with
Eyeo to have their ads included on the firm’s “whitelist”.
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Shine, an Israeli firm, has developed equipment that would allow
mobile-network operators to block ads of any kind—those to be displayed
inside apps as well as those for web browsers—before they reach
subscribers’ phones. Shine says that it is in discussions with a number
of wireless carriers, and that some will start using its product soon.
If mobile ads were blocked by default, this would violate the principle
of network neutrality, which holds that internet providers should treat
all types of traffic equally.
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