Safari, the iPhone browser, accept extensions blocking certain content on the Internet pages, and why not the commercials. A threat to the activity of publishers, including Google.
Apple has not advertised during Monday’s conference. Nestled in a list of its Internet browser improvements for iPhone yet face few lines that risk triggering a small earthquake on the mobile Internet. Starting this fall with iOS 9, developers can create extensions that will mask some in the pages displayed by the Safari web browser. Are concerned “cookies, images, resources, pop-ups, etc.,” explains Apple.
The document does not say much. Already, this novelty is seen as a green light to the development of Apple’s commercials blockers for iPhone and iPad, as exists for Mac and PC browsers. “This opens the way for the arrival of iOS adblockers” comments on his blog publisher Adblock Plus, behind one of the most popular extensions.
“A anticompetitive disability “for sites
extensions like Adblock Plus, Adblock and uBlock used to hide advertisements on the web pages, they appear as images or videos. They round off more than 150 million users. Their development poses a threat to the economic activity of websites, by cutting their advertising revenue. On some specialized sites, including computer and video games, more than half of the visitors are sailing with this type of extension. In Germany, publishers have sued Adblock Plus citing “anti-competitive handicap” in vain. French site managers, who also studied the subject, have not yet taken action.
Mobile internet hitherto remained relatively protected adblockers. Apple does not allow to create such modules for Safari on iPhone and iPad. To navigate without advertising, you had to download alternative browsers, such as AdBlock browser, or use more complex methods cutting calls to these ads at the network level. On Android, there is a version of Adblock Plus, but Google does not allow its download from the Play Store.
Google, the world leader in Internet advertising is among the first victims blockers . PageFair, who works on anti-adblock technologies, believes that Google $ 6.6 billion cost of adblockers for Google in 2014, representing 10% of its revenue, according to a study published this week. For two years, however, Google pays Adblock Plus to be on a white list and preserve its sponsored links. This practice, extortion qualified by critics of adblockers, would allow him to save $ 3.5 billion in revenue. Microsoft and Amazon are also on this list.
From advertising in applications
It remains to be seen whether Apple, unlike Google, authorize such extensions in App Store in the iOS this fall 9 release. The iPhone maker is a leader when it comes to set limits on advertising, which does not depend on its activity. It was thus one of the first to be blocked by default in Safari third-party cookies used by advertisers to track Internet users. Google, which had ignored this setting has been sued. He settled the case out of court in the US in 2012 and is heading for a trial in the UK. Other advertising like Criteo French, had to find alternative methods to track users.
The arrival of these extensions on the mobile does not spell the end of advertising on smartphones and tablets. The team Adblock Plus believes that the system proposed by Apple has its limits and beyond fear to see the impact on the Mac. Above all, some 80% of mobile use is concentrated in the applications, and not in Internet browsers. The adblockers fail to remove ads from Facebook or Twitter application. Publishers, and advertisers will be governed always target users recognize if they change devices throughout the day or make purchases in stores.
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