Advertisement (Ad) Blockers Market: Overview
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.
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Advertisement (Ad) Blockers Market: Growth Enablers and
Restrains
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.
Advertisement (Ad) Blockers Market: Key Players
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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insights, understanding market evolution by tracking historical developments,
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competitive landscape.
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