When I was a kid, I used to always check the newspaper ads towards the end. You’d find a trove of useful and less useful advertisements ranging from people mowing your lawn to people renting their apartments. This was the first impression of ads I had. Little snippets of text to announcing directly to people what they were looking to provide as a service and usually the price tag that came with it.
We’ve come a long way since those classified ads in newspapers. Today, we are exposed to ads everywhere on the web. Whenever you open a page you’re immediately tracked on your clicks, your behaviours and your searches. Advertisers serve you ads based on the previous criteria and your location that show up on the sides of your favorite websites. They have all the information needed to send you extremely targeted ads on all of your devices. This isn’t a bad thing if used with caution but we all know ads invade most of our navigating space on a website. Sponsored content, on Instagram, Google ads, Facebook ads, etc. You’ve probably noticed that most of the ads ressemble your recent searches on Google or your visits on previous websites.
Apple recently launched a new tool for developers to create apps that block ads altogether in Safari. Most people didn’t know that you could block ads on computers but with this new addition on the worlds most popular mobile device shed light on this trend. Ad-Block, a tool for your browser to block ads, has been around for a good while but has never gained great traction outside of the small pool of users who know about it and who care about their privacy. Some even more powerful tools have been out there for a while and also block trackers. Ghostify is the best at blocking both trackers and advertisements. It’s also the one I use on my computer.
If you don’t know what trackers are, they’re basically tools that allow websites to track your navigation and search habits amongst other things. Once blocked, the website has no idea of who you are and stops personalizing the experience for said website. This also disables the possibility of serving targeted advertisements. You’re now an anonymous, or almost, individual on the web.
With Apple’s new addition of “Content Blockers”, they have changed how advertisers will have to target consumers. Advertisers will now have to partner with developers to serve ads directly to customers or find a way to circumvent ad blocking by creating new advertisement campaigns that engage the user and also interests the user. People will soon realize, that the ammount of data they give to websites isn’t worth the ads they’re served. Why should we click on your boring ad? What does it bring to me other than a website I will never visit again?
Apple has created a shift in how advertisers will target customers and also impacted their revenue model. If I block all of your ads, you’ll never reach me and consequently never achieve your goals if other people start catching on. You’ll have to create new campaigns that will blow my mind and make me want to use your product.
This can only be better for everyone in general. It’s time for advertisers to stop getting money from clicks and start making them work towards better campaigns.