iOS Ad Blockers Begin Dropping In Popularity

Is the blocker bubble bursting?

An article in MarketingLand from Sep. 29, a site you’d think would err in the opposite direction in any analysis, today reported that, “for the first time since iOS 9 launched, no ad blocker is number one on the paid apps chart for iPhone.” and that, “two weeks since ad blockers skyrocketed to the top of the iPhone paid app chart, only one remains in the top five, while a former number one has slipped to below 20th place.”

What’s going on here? The article, without explicitly saying so, seems to point the finger at a user base spoiled for choice and confused by endless options. Some apps allow whitelisting through Eyeo’s list of so-called ‘well behaved’ apps. Others don’t allow any whitelisting at all. While others still have very granular configuration options.

PageFair, one of several adblocker-blockers, backed up this research by reporting a 2% drop in blocker penetration in the US last month — the first drop of that size since May 2014.

It’s unclear if this is just dust settling after all the recently news around ad blocking or part of some larger trend.

I’d love to hear from others as to what they’re seeing and experiencing.

Source: iOS Ad Blockers Begin Dropping In Popularity

The Scrap Value of a Hacked PC, Revisited — Krebs on Security

As I continue to dig into the dark and murky world of malware and madvertising I am discovering some pretty cool stuff. Here’s a great diagram of all the things that nefarious individuals can do once they gain access to your computer — even a basic web-browsing and email-checking one.

Source: The Scrap Value of a Hacked PC, Revisited — Krebs on Security

From his post:

One of the ideas I tried to get across with this image is that nearly every aspect of a hacked computer and a user’s online life can be and has been commoditized. If it has value and can be resold, you can be sure there is a service or product offered in the cybercriminal underground to monetize it. I haven’t yet found an exception to this rule.

I definitely recommend Brian Krebs’ site if you’re interested in this stuff. He’s kind of a (somewhat nerdy) badass.

How Apple is on track to make over $30B/year thanks to AdBlockers | Arthur Querou | LinkedIn

I’m not entirely surprised by this. Not sure how much is paranoid conspiracy theory and how much is believable but it does make sense to think Apple is playing a long game when it comes to mobile advertising.

The following is an answer to a question we get more and more often from our clients and partners at Adikteev/MotionLead being a Rich Media Mobile Ad

From the article:

Step 1:

Take the oxygen out of the room when it comes to mobile web thanks to adblocking.

This will force the Publishers to create great native apps in order to move their audience from mobile web to their apps.

Publishers will probably focus on iOS first, for obvious financial reasons, which will greatly improve the quality and features of apps that were used mostly on mobile web, increase the use of apps in general and increase the overall perceived quality of iOS products.

Sounds great for the users!

Step 2:

Improve fluidity and linking between apps. Users like mobile web because it’s not a closed environment as the apps are at the moment. By making the app ecosystem more fluid, a lot of connections between apps are going to appear.

Links between websites account for a good part of Web’s success, that’s what Apple now wants to replicate.

They are quietly introducing new features on this subject and more features will probably come around this.

Step 3:

Cut more and more data that could be useful to target mobile ads.

Remember when Apple disallowed developers to check if several apps were already installed on the phone ?

That’s just the beginning.

Step 4 (optional) :

Acquire some strategic ad-tech companies such as AppNexus (Major SSP and DSP technology provider).

This will empower Apple to move quicker with an already mature technology that is broadly used and connected with most of the big advertising companies.

Step 5:

Coup d’état ! Apple disallows every ad network to run direct ads on iOS apps. Don’t read this wrong, they do not disallow ad networks, just direct buying. Which is why they introduce Apple Ads, a centralised platform (SSP) where any Ad Network can plug itself, third party partners, SDK, etc.

They can then run their ads freely and Apple can also provide the best data on the market, a much much better one than Facebook’s. They can give you users segmentation about what kind of apps the users likes, how much they spend (Apple Pay), their age, their location, and more complex profiles based on users’ use of their devices.

Brands get an amazing way to target their audience and developers finally get a way to get cheap and high quality installs which completely solves the App Discovery problem. Hitting two targets with one bullet!

Source: How Apple is on track to make over $30B/year thanks to AdBlockers | Arthur Querou | LinkedIn

Malvertising campaign found on Google Adwords

As I’ve started to dive into the dark world of malvertising and malware, it’s incredible to see how both widespread and endemic the issue is and, at the same time, how little the main stream press covers it and how unaware large publishers are about the problem.

Even Googles popular advertising service isnt secure from cybercrooks

Source: Malvertising campaign found on Google Adwords

Mobile Ad Blocking Infographic – DigitalAdBlog

Here’s a handy little infographic covering some of the key details about Apple’s new support for ad blockers in iOS 9


The Mobile Majority released an eye opening infographic entitled “The Implications of Mobile Ad Blocking on iOS 9” which gives the industry extremely important and surprising data regarding the effects of mobile ad blocking

Source: Mobile Ad Blocking Infographic – DigitalAdBlog