So here’s an awkward question … How many of you are reading this article without ads? Don’t be shy if you are. You’re definitely not alone.
You’ll be getting even more ad-blocking options with next week’s launch of iOS 9, which is supposed to support content blocking extensions. That could be a big step forward for the technology, which has been a largely desktop-only phenomenon until now. Naturally, the news has prompted another round of handwringing about the impact that ad blocking could have on the publishing business.
Even without Apple’s support, ad blocking has been on the rise. There are now 198 million global active users of ad blocking software, up 41 percent from 12 months ago, according to a recent report by PageFair and Adobe. The report also estimates that ad blocking will cost publishers $22 billion in revenue this year.
“Especially in a world where consumers don’t want to pay for software, advertising becomes critically important."
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