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Affle’s take on ad-blocker for iOS 9 update

Affle, the mobile marketing network, has released a whitepaper on the ad-blocker for iOS 9 version which will be launched by Apple on September 10, 2015. The application has stirred debate if the ad-blocker will create mayhem for marketers who are heavily dependent on mobile advertising. The user will be able to enjoy ad free browsing experience on Safari by installing the Ad Blocker from the App Store.

According to Affle’s whitepaper, the threats from the launch include the trend of blocking ads moving to Android platform on back of its success on iOS and most importantly it may dent the revenues of publishers and advertisers. But a closer look reveals that applications similar to ad blockers have been existent for a long time but Apple endorsement of the same may cause a larger impact on the mobile users.

According to a study by Affle, publishers are likely to lose USD 21.8 billion in 2015 and almost USD 41 billion by 2016. But this may prompt publishers to raise the level of their content and ditch ad banners, and explore alternative avenues such as in-app advertising. Also, publishers may have to depend on third party platforms such as Apple News, Facebook Instant Articles and Snapchat Discover for advertising.

“Mobile advertising is most effective when it is well blended with the content and offers engagement and transaction opportunities. With the new iOS9 update, Apple is definitely trying to push publishers and advertisers to move in this direction and embrace more native and engaging ad experiences. While this may enhance the consumer experience on mobile web, it definitely increases the monetisation challenge for publishers. As a mobile platform company we see this as an opportunity to have more publishers integrate with our native and in-stream ad experiences, and also get them to more actively embrace a mobile app strategy to remain in greater control of their mobile asset experience,” said Anuj Kumar, Co-Founder and Managing Director at Affle India.

There are few optimists in the space too, says Affle in the whitepaper. The launch of ad-blocker may give a big push to the idea of an app-first economy by driving traffic towards its iOS certified apps and prompting the publishers to follow its lead. It also opens prospects for native advertising as it is non-intrusive against mobile banner ads. Additionally, the effective cost of media buys will also rise as supply will now be restricted to interested users.

ERRATUM: This is an updated version of the story. The earlier version of the story has been changed due to factual inconsistencies. Digital Market Asia regrets the error, and the inconvenience caused.