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| Version 3 | Version 4 |
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| What's wrong with adblocking? What's wrong with adblocking? | |
| (3 months later) | |
| Adblocking has become popular because people have become frustrated with ads slowing page load times on the internet, particularly on mobile. | Adblocking has become popular because people have become frustrated with ads slowing page load times on the internet, particularly on mobile. |
| A recent report revealed that 22% of the UK’s internet users have an adblocker installed, up from 18% just three months earlier, and the figure rises to almost half for 18- to 24-year-olds. | A recent report revealed that 22% of the UK’s internet users have an adblocker installed, up from 18% just three months earlier, and the figure rises to almost half for 18- to 24-year-olds. |
| But culture secretary John Whittingdale described adblocking as a “protection racket” on Wednesday, saying that it presented an existential threat to the newspaper and music industries. | But culture secretary John Whittingdale described adblocking as a “protection racket” on Wednesday, saying that it presented an existential threat to the newspaper and music industries. |
| That is in part motivated by the company behind the most popular adblocking software, AdBlock Plus, which allows some companies to serve ads if they meet its criteria for what make an “acceptable” advert and, if the newspaper or other publisher is big enough, they cough up 30% of therevenue they make from people using the software. | That is in part motivated by the company behind the most popular adblocking software, AdBlock Plus, which allows some companies to serve ads if they meet its criteria for what make an “acceptable” advert and, if the newspaper or other publisher is big enough, they cough up 30% of therevenue they make from people using the software. |
| Newspapers with websites and other publishers have created much of the problem themselves. By trying to maximise the money they make from digital readers (already far less than from those in print), many have introduced ever more intrusive ads, and ever more intrusive ways of tracking who is seeing them. Though most newspapers still rely on declining print advertising and cover sales for most of their income, their plans for the future have long relied on building huge audiences online and showing them digital ads. | Newspapers with websites and other publishers have created much of the problem themselves. By trying to maximise the money they make from digital readers (already far less than from those in print), many have introduced ever more intrusive ads, and ever more intrusive ways of tracking who is seeing them. Though most newspapers still rely on declining print advertising and cover sales for most of their income, their plans for the future have long relied on building huge audiences online and showing them digital ads. |
| Adblocking throws that future into doubt. | Adblocking throws that future into doubt. |
| Apple, Facebook and Google have all developed programmes to help publishers deliver content and ads more cleanly and quickly, but many are concerned that the rapid adoption of adblocking software means the genie is already out of the bottle. | Apple, Facebook and Google have all developed programmes to help publishers deliver content and ads more cleanly and quickly, but many are concerned that the rapid adoption of adblocking software means the genie is already out of the bottle. |