Apple's Mobile Ad Blocking Isn't Just A Danger to Google [View all]

[onehandle]

Anyone who makes money from advertising should be worried. Very worried. The next version of Apple's mobile software will allow users to block ads as part of their mobile browser pages. The new feature threatens to upend very workings of the media business.

The technology known as iOS 9 is coming next month to owners of Apple's mobile devices. The ad-blocking feature will allow users to opt out of ads appearing on web pages as well as prevent those same advertisers and their partners from tracking which sites those users visited. Tracking helps advertisers determine which ads to show them in the future.

Users will be rewarded with much faster page loading times and cleaner looking pages, which may be especially appealing given that smart phone offer much smaller screens than those on a desktop computer. If Apple's ad-blocking is widely embraced- and it appears that Apple will aggressively promote it -- the ramifications for marketers and advertising agencies could be enormous.

Chief among them is Google which generates virtually all of its profits from advertising. Not only could Apple's ad-blocking put a major dent into Google's revenue, it could forever alter what users expect the mobile Web. If Apple users can suddenly enjoy much faster loading times compared to Android users, will Android users put up with that for long? Will they ask for something similar from Android - or stop using Android altogether?

http://www.thestreet.com/story/13271302/1/apple-s-ad-blocking-isn-t-just-a-danger-to-google.html

I can't wait.

Related:

Report: 75 Percent Of Google’s Mobile Search Revenue Comes From Apple Devices
http://searchengineland.com/report-75-percent-of-googles-mobile-search-revenue-comes-from-apple-devices-221722

Google is fucked.