Mobile advertisers’ greatest fear has become a reality – Adblock Plus (ABP) has been released on iOS and Android platforms. The move comes in advance of Apple’s release of ad-blocking features that are built into its new iOS 9 platform. With more than 50 million monthly active users worldwide, ABP could significantly impact the mobile ad world with its new mobile app.
The news isn’t all bad for advertisers. The new ABP service forces users to download an entire new browser app that integrates ABP into its service. This means that any users who are currently being delivered ads via apps or any other mobile browser like Safari or Chrome will still see ads. A user has to specifically browse the mobile internet through ABP’s browser to have an ad-free experience. This will greatly limit the number of people who engage with the service since it will not be natively-integrated into the operating system or run in the background as a standalone app.
ABP’s big selling points are that its browser can increase the loading speed of sites by eliminating mobile ads and will also consume less cellular data and battery life in the process. It also claims to offer a safer and more private browsing experience. It believes its service will reduce malware on devices, as well. The new browser will not block all ads by default, though users can enable that option in the settings. There will be certain whitelisted ads that are not blocked, which have been dubbed “acceptable ads” by the company. Testing of the new browser on an iPhone revealed a slight bump in speed, but also crashed during the test. It’s likely that ABP will have some hurdles to overcome in terms of stability before it’s entirely competitive with native browser apps.
There’s a new era in mobile browsing coming and it will be interesting to see how mobile advertisers adapt.
Read the full article here: Adblock Plus Finally Lands On iOS And In Google Play — As A Browser App