This problem is not going away anytime soon. At the root of Ghosterys benchmark into ad blocker performance stands Manifest V3, a new standard for developing Chrome extensions that Google announced last October. Still, one group of French publishers with their legal sights set on Eyeo said its members lose 20% to 40% of revenue due to Adblock Plus. One study by Adobe and PageFare estimates $21 billion in lost revenue due to ad blockers, although that's said to be over-exaggerated.
The group that sued Eyeo ultimately lost in a German court, but that's not the end of the controversy. Google, Microsoft, and a variety of ad publishers have all targeted the company, and some publishers took it to court, saying people should not be allowed to block ads. This has drawn a huge bull's eye on the company behind it, Eyeo. By blocking the ad from ever being downloaded, it never gets on to your phone, an argument I have made for the PC version.Īdblock Plus is enormously popular, with an estimated 200 million users worldwide. Williams notes that users can save up to 20% on battery life by blocking ad downloads, and that the software will also spare you from malvertising, malicious ads that try to steal information. This is interesting because Apple has teased the potential for ad blocking when it releases iOS 9, while Google booted Adblock Plus from Google Play two and a half years ago. Meanwhile, Williams has announced the availability of Adblock Plus for iOS and Android.
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