Why You Should Think Twice About Ad-Blocking

The internet has come a long way since the “You’ve Got Mail” days of chain emails and dial-up. But advertisements continue to feel pervasive and sometimes even stalker-esque. The constant pop-up messages and sidebar ads that plague today’s websites cause millions of people every year to turn to ad-blocking software.

Digital marketing firms work hard to provide creative, innovative content that doesn’t feel intrusive. Yet the idea that all ads are bad is bringing great success to companies like Adblock and iOS’s Crystal. In fact, The Economist reported that “more than 200 million people worldwide are now regular users of ad-blocking programs.”

While the intention may be to provide a seamless internet experience, ad-blocking users are ultimately hurting the free market they pose to enjoy. As stated by The Economist, ad-blockers put at risk the “online publishing’s dominant business model, in which consumers get content…for free in return for granting advertisers access to their eyeballs.”

Some websites have recognized this paradox and have protested, helping the digital marketing firms that keep them afloat. For example, CBS’s online streaming service doesn’t allow users who use ad-blockers to view content. As reported by AdAge, the company has been using this system since 2013. 

Hulu has also joined in this effort to aid digital marketing firms, and ad-blockers who try to view content see this message: “Advertisements allow us to provide quality content to you for free. If you are using ad-blocking software, click here to enable ads on Hulu.” 

A British news site’s response to blocking is: “We notice that you’ve got an ad-blocker switched on. Perhaps you’d like to support the Guardian another way?”

An interesting twist is that these ad-blocking companies are now offering advertisers the opportunity to pay to be “white-listed.” The Verge reported last week that Crystal developer Dean Murphy “has entered into an agreement with Adblock Pro maker Eyeo GmbH that will allow other companies to pay so that their ads get through Crystal's filter.”

Thus, the tools that users trust to keep them from ads is actually enabling certain advertisements to cross their path. The message is clear. Without advertising money can’t be made—and without money—companies can’t survive. 

Digital marketing firms have heard the cry of internet users for ad-free space and are creating less invasive content. But no matter how much consumers of digital media try to evade ads online, advertisers will always find a way to get messages across. 

Emily Culp writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter