February 19, 2016

Anti Ad Blocker

As I try to make my way in the world as a ad supported content provider, ad blockers are a bit of a thorn in my side. Recently I’ve been pondering the ethics of ad blockers with a few friends. I’ve noticed that those people firmly in the “pro” ad blocker camp tend to view websites more as public property, such as a town library. In their view, as ‘net citizens they are entitled to the content of each webpage, should they so choose to consume it. They’ll quickly point out that ads are not just annoying, but can run a muck, crashing browsers and, in rare instances, install viruses on the web surfer’s computer. As they see it, sometimes blocking ads is necessary tool for navigating the web.

I tend to view websites more as private property, closer to a book store rather than a public library. Sure, you’re often free to browse the content at your leisure in your local Barns and Noble, but that’s more of a store policy than a requirement. After all, there’s no rule that says content providers cannot use pay walls, or restrict content by requiring registration.

The book store owner typically encourages the leisurely browsing, by providing comfy chairs and sometimes offering a coffee shop or nice music. The hope is that the additional browsing time turns into collateral purchases. There’s no requirement for patrons to purchase, of course, and not all customers do. Enough customers do buy extra books to make it worth the store owner’s while. The display advertisement model is rather similar. Content providers attempt to provide enough interesting content to keep web surfers on their websites, in hopes for a few advertisement clicks.

In the-website-as-book-store view, it’s the responsibility of the content provider to ensure his or her ads are not overly burdensome. You might not like the music playing over the loud speakers in a traditional brick and mortar store. Perhaps it’s just the lyrics you object to, but it’s playing at obnoxiously loud decibels. You still wouldn’t take it upon yourself to rip out the speakers. No jury would accept “potential hearing loss” as justification when you’re free to leave the store at any time. If your experience at the store was unpleasant you may complain, and you’d probably leave. That’s what I do. When ads get too annoying, I leave the website.

It’s not a perfect analogy – (ad blockers are not destruction of another’s physical property) – but it’s the analogy I got.

Many of my favorite techie news sources have been reporting ad blocker use has been on the rise in recent months. As someone trying to make a business with ad supported content, that’s a scary proposition. I decided I couldn’t live in the dark anymore, not knowing how many of my users are utilizing an ad blocker. In a few days I’ll have a good idea whether and how big a problem ad blockers are on my site.

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