Is native advertising the next big victim of the adblockers?

One of the elements that are repeated when the boom adblockers and the fact that more and more consumers use them and more ads that block is that, at least not all the publicity has managed to be removed is analyzed these systems. Native advertising, which is integrated in the environment in which it is served in a fairly organic way, escaped censorship of these tools and achieved an unbeatable position mode. The adblockers not eliminate those contents and fail to stop playback.

Image Source: Google Image

But things could be changing and native advertising could be the next big victim of these tools, creating a scenario in which the marks would have it even harder to reach consumers and rushing even more the situation of online media (whose only source of income is so mainstream, online advertising). The Opera browser, which just launched a new version, just entered the native adblocking.

Opera is a minority browser (no market share or Chrome or Firefox), although it had its great moment of glory on mobile devices at the beginning of the boom of smartphones because your browser for mobile occupied less and was much faster than the alternatives then existing in the market. The company has just released a version of the browser that comes standard one adblocker system. While surfing the Internet, the browser removes the ads, thus making navigation much faster. If no ads, they say, the loading speed of some sites can reach be up to 90% higher, they say.

But the question is not what this system changes in load sites but the door you just opened as far as online navigation is concerned, since among those ads that the consumer may directly block will also be native ads, as noted in an analysis Warc.

The question is not really something new. The media and advertisers already have been asking in recent times the risk they are exposed to such ads and the time in which the locking systems soon to launch advertising for them. As pointed different industry sources to The Wall Street Journallast fall, the fact that many of these native ads are served using a specific technology actually makes them vulnerable to these tools. “There is a lot ofconcern among the media,” then he gave a member of the industry.

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The media and advertisers disagree

And while adblockers are becoming stronger and stronger in the market and as they grow more and more in its technical capabilities, the industry is simply having fear of what will happen. Although the problem is serious and although it affects many and varied headers, the media (and advertisers) are not putting agree on what to do to fight them.

The media are clear that hate adblockers, but that is the last point at which they are able to agree. On how to fight them there is no consensus: there are those who limit access to content, who are going to paywalls or who embark on awareness campaigns really do not always reach the consumer.The media, showed a recent study, try, either way, although not always manage to achieve something. In recent days, agencies of advertising world have re-emphasized that the model is ask the consumer to remove the adblocker (although the fact is that, so far, has given poor results).

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