Online advertising is method of marketing through the use of Internet to convey promotional messages to users and it is done in such a way that is diverts the Internet user’s attention. Online advertisements comes in a variety of forms including banner ads, text ads, sponsored links, sponsored stories, pictures and animations, and sometimes in the form of pop-up windows employing an auto-play of audio or video. Most of the time these advertisements are disturbing, thus annoying the end users. Moreover, these advertisements also compel user to watch full screen video, while the user is browsing to read an article. Furthermore, these ads cost users money in terms of data usage. To ensure safety and sidestep such incidences consumers are now using ad blockers.
Advertisement blocking is also referred as advertisement filtering. It is the removal of any undesirable advertising content in a webpage by installing an appropriate web extension/plugin. Suitable extensions are available on all key web browsers, besides they are fast and easy to install. Some of these extensions are available open-source, while rest are available in the form of commercial projects. In early days these advertisement blockers were only compatible with desktop browsers; however, with the recent rise in the use of mobile device advertisement blockers have made their way to smartphones.
One of the major factors driving advertisement blockers market includes need for privacy, these advertisements are programmed to monitor user’s browsing activity. Most of the Internet users are not comfortable in sharing their browsing data to these anonymous publishers and hence to safeguard their privacy and to preserve user identity the advertisement blockers are becoming rapidly popular which is likely to support expansion of the market. Furthermore, a lot of irrelevant content appears through these advertisements, which users find annoying and hence it is another factor boosting the growth of this market. Additionally, to ensure security from criminal activities, advertisement blockers are in great demand. Criminals have a huge reach and through malicious software that encrypts data, they can demand for monetary returns, hence this is one of the key factors driving the market.
Though advertisement blockers benefits users by reducing page load time it also results into broken links and disturbs the web browsers settings, thus affecting the entire user experience. This is one of the factors hindering the growth of ad blockers market.
Advertisement blockers are threats for the online marketing companies, as advertising is the only source of revenue for them and blocking of advertisement badly affects the company’s earning and often leads to loss in terms of money.
The key players the advertisement blocker market include Eyeo GmbH, Ghostery, Inc., Adguard and uBlock Origin, and Privacy Badger (Developed by Electronic Frontier Foundation). In coming years with rising impact of machine learning technology and analytics the ad blocking quality is expected to improve.
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