When browsing the web on your PC it is extremely easy to get rid of unwanted advertisements. There are dozens of free ad blockers available, and most of them work quite well. At this point, however, when you’re browsing the web on your mobile phone, tablet or other device, there is really little you can do to avoid the ads. Even while using apps the ads are often consuming a significant portion of your screen space.
Attempts to block ads have been stopped by Apple and other app stores because the ad blocking apps had to interact with other applications, which is typically not allowed. There are, however, a couple of companies that are working to get around these rules.
Ad Blocking Web Browser
The first option that is being prepared for launch in the next couple months is a full web browser app that has ad blocking integrated with it. This is being released by Adblock Plus, a leader in the PC ad blocking industry. It is not yet clear whether the app will be free or not, but it seems unlikely since there obviously won’t be any advertisements to support it.
This solution, however, won’t do anything to stop advertisements within apps. Many people thought it would be almost impossible to block those due to restrictions by phone manufacturers.
Blocking Ads by the Service Provider
To get around this obstacle, a company called “Shine” is partnering with the actual mobile carriers to block the ads before they are ever delivered to the devices. According to their site, “Ad-tech has gone unchecked, polluting our Web and App experiences with privacy infringing and obtrusive advertising. We work with mobile carriers who are redefining their services to meet the true needs of consumers by offering the power of ad control to millions of subscribers around the world.”
At this point, however, Shine has not been accepted by any major mobile carriers. Until this happens, this company won’t cause any problems for the mobile ad industry. Should any of the carriers adopt the service, however, it could be a game changer for mobile advertising of all types.
It is, of course, too early to tell what will happen. The risk is there, however, and is something that all marketers need to be keenly aware of. Relying too heavily on mobile advertising may not be a smart choice.
