In this scenario, the publishers and journalists are the residents of the suburban street that has been turned into a cut-through: cars keep speeding past, ignoring them and their entreaties. Worse, the cars are driving too fast, and they pose a risk. But nobody can point to anything definite yet. And the car drivers certainly won’t – they’re too busy driving past.Charles Arthur thinks adblocking is the internet equivalent of speeding.
"Advertising is not well. Though companies supported by advertising still dominate the landscape and capture the popular imagination, cracks are beginning to show in the very financial foundations of the web. Despite the best efforts of an industry, advertising is becoming less and less effective online. The once reliable fuel that powered a generation of innovations on the web is slowly, but perceptibly beginning to falter. Consider the long-term trend: when the first banner advertisement emerged online in 1994, it reported a (now) staggering clickthrough rate of 78%. By 2011, the average Facebook advertisement clickthrough rate sat dramatically lower at 0.05%. Even if only a rough proxy, something underlies such a dramatic change in the ability for an advertisement to pique the interest of users online. What underlies this decline, and what does it mean for the Internet at large? This short [PDF] paper puts forth the argument for peak advertising—the argument that an overall slowing in online advertising will eventually force a significant (and potentially painful) shift in the structure of business online. Like the theory of Peak Oil that it references, the goal is not to look to the immediate upcoming quarter, but to think on the decade-long scale about the business models that sustain the Internet." [more inside]
Ars Technica recently experimented with blocking the content of their site from users who use ad blockers. They have now written an editorial about the experiment, and the effects of ad blockers on their site. [more inside]
"Three of the top Net-nerd forum/discussion sites, Metafilter, Plastic.com and Slashdot, have threads discussing ways to block these ads."
"Three of the top Net-nerd forum/discussion sites, Metafilter, Plastic.com and Slashdot, have threads discussing ways to block these ads." Ouch. I don't know which I resent more: "Net-nerd" or being grouped with "Plastic.com".