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A New Ad Blocker is Coming to Town
By: Briskman Stanfield
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Almost like Santa Claus, "it" knows when you’ve been shopping, "it" knows when you’re awake, "it" knows when you’ve hit order…so block (third-party spy) cookies, for heaven’s sake!

Unblocked cookies can be a pain in the computer screen while web browsing. What started as a "do-gooder’s code" relied upon by trusty users to remember passwords, websites, and histories and protect credit card and log-in info has turned naughty and no longer nice.

Word is that early next month the pop-up playing field will be shifting when Apple releases their new mobile operating system. This game changer will allow users to install ad-blocking apps to prevent "unrequested nonsense" from appearing in their Safari browsers.   

For Apple users with iOS 9, that means saying good riddance to the bad, minion-like cookies that track personal web browsing habits for all intended (hiding/in your face pop ups with/out sound, etc.) marketing purposes.

While this app is typically Apple-friendly for users, advertisers had better watch out. According to Wells Fargo analyst Peter Stabler, there are hundreds of millions of iPhone and iPad users, which means that there is potential to disrupt a $70 billion annual mobile marketing business. Further estimation is that ad blockers will reduce spending on Internet ads by $12.5 billion worldwide in 2016.

Unfortunately, privacy invasion ruins the party. So now that the ball is in the user’s court, what’s an advertiser to do? Is the magnificent revenue ride over? What will publishers who rely on advertisers do? Looks like another fine mess that requires a better look under the reality microscope and/or checking that Plan B list twice.

Interestingly, Apple says it won’t allow ad blocking within apps, because ads inside apps don’t compromise information as they do on browsers. Could that be the loophole advertisers need to consider as they try again to reach consumers without stalking and overstepping boundaries?
 
Bottom line, next time you’ve got cookies, you just might want to think "Apple" instead of "milk," for goodness' sake!



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About the Author

Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.

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