Shine, but not rise | The Economist

AD-BLOCKING is becoming ever more popular on personal computers. According to some estimates, in a few countries more than a third of internet users now have the necessary software installed in their browsers. But what has advertisers and publishers really worried is that ad-blocking could soon make a dent in the more rapidly growing market for ads on smartphones, which will reach $100 billion this year globally, according to eMarketer, a data provider.

On the face of it, such fears are indeed warranted. Mobile browsers which block ads on web pages (though not in apps) have become more popular, particularly in Asia. The operating system for Apple’s iPhones now lets users download ad-blocking software. Most importantly, last month Three, a big mobile operator, announced that it is planning to install ad-blocking technology in its British and Italian networks. Its customers will be able to use it to block ads within apps, too. Other carriers have said that they are looking into offering such a service. Digicel, which is based in Jamaica, is already doing so.

Read more at: Shine, but not rise | The Economist