Concerns from publishers regarding the impact of ad blockers could now filter over to app developers as a result of a new product gaining approval from Apple.
Been Choice, a programme which lets iOS users block advertisements from appearing in mobile apps, has been launched in the US and is now live in the App Store.
The decision by Apple to approve Been Choice is both significant and startling for a number of reasons. On the one hand, even representatives from the ad blockers which prevent ads from being seen on web browsers have labelled inventory within apps as a separate consideration.
Ben Williams, head of operations at AdBlock Plus, highlighted the willingness of consumers to pay for apps, which ultimately limits reliance on advertising to drive revenue.
On the other, Been Choice will also block ads on Apple’s very own News app, but the company doesn’t seem to have been too put off by this happening.
Ad blockers enter new territory
Early feedback from analysts have stressed caution about ad blockers stepping into “dangerous territory” courtesy of products like Been Choice.
Ciaran O’Kane, chief executive of media analysis company Exchange Wire, envisaged a ripple effect which will make its way right down to the app developers’ bottom line.
Last week saw PerformanceIN play host to a full-site takeover dedicated to the conversion around ad blockers. It was during this period that Asaaf Surprasky, EVP of mobile at performance ad group Matomy Media, backed mobile advertising to evade the threat from ad blockers due to in-app ads helping the medium remain profitable.
He said: “With consumers’ mobile habits shifting from mobile web to in-app experiences, coupled with the difficulty ad blocking tools face when infiltrating apps, I estimate that ad blocking will only have a slight impact on the digital advertising ecosystem.”
While it should be noted that only Apple has presented Been Choice with an outlet to rack up its user figures, a global roll out of the app could result in some serious thinking from developers regarding where their money can be made.
Research conducted earlier this year by eMarketer revealed that 33.3% of US consumers would pay money for an app at least once annually, with this rising to 44% among tablet users.