‘The Ads Free Internet’ Is Menacing Online Publishers: 95% Blockage By 2017 [REPORT]

Must Read

Elon Musk Added Over $100 Billion To His Net Worth In Just 1 Year, Leaves Jeff Bezos Behind

Jeff Bezos may the world's richest person in the world but it's Elon Musk who has been...

iPhone 12 Plagued With Serious Problems: Should You Buy It, Still?

A serious problem with Apple iPhone 12, identified recently, is good enough to give a second thought...

Elon Musk Overtakes Bill Gates And Becomes the 2nd Richest Person in the World

It's been a good week for Elon Musk and his electrical vehicle business Tesla. Earlier this week,...

Lets roll back in 2003, when Google was thriving with tightly integrated ads in its search results only, and Internet users never heard of “blogging” and “online content monetization”; people never thought of minting millions just by engraving their thoughts or experiences on Internet, resulting in dollars and, therefore, no one ever bothered about escaping from online ads.

Welcome to the world of social networks, online media, digital communication, digital content and digital advertising. So much in the form of ‘digital’, which has caused the emergence of assertive online content creators, well-known as Online Publishers. A majority of immensely grown online publishers are reliant on revenue coming from Internet traffic monetization. Brands buy Internet traffic of publishers’ website and fill the designated space with digital ads.

The global online advertising industry is estimated to touch whopping $139.8 billion in 2013 with a CAGR of 7.3% during 2013 – 2018. As the industry growth is magnetizing online publishers in score each day, the Internet is being flooded with some really useful contents, pegged to advertisements.


Growing Adoption of Ad-Blocking Tools

As people are becoming more net-savvy, their reluctance towards digital advertisement is surging up. According to a recent report, citing data from Google trend, nearly 22.7% Internet users have adopted some type of ad-blocking mechanism, which means one out of every four visitors is not seeing any ad on publishers’ website, resulting in null revenue.

Ad-Blocking-Rate-Projection 2013 - 2018

The penetration of ad blocking is poised to grow at the rate of 43% yearly. If the growth rate continues unabated, nearly 95% Internet users are estimated to have ad blocking installed by 2017. Needless to say, it would almost kill those publishers who are deeply involved in their traffic monetization through digital ads.

Google Is Threatened, Too!

But the threat of loosing revenue dollars is not limited to online publishers. Search giant Google, which is accounting billion of dollars as ad revenue every year, is also concerned about growing penetration of ad blocking among users. The search giant had lost whopping $887 million from ad blocking in 2012. Consequently, in mid-2013, the Internet giant had paid ‘handsome amount’ to “Adblock Plus” – world’s leading ad blocker tool – to remove Google’s ad from filter list.

“AdTrap” Poses New And Bigger Risk

“Adblock Plus” is enjoying the largest pie of ad blocker tools market, but other companies are constantly working on a better solution. A new device called “AdTrap” is a new entrant as a hardware device that completely blocks advertisement on devices – including mobile – that uses WiFi connection to browse the Internet. The device kills the need to have ad-blocking tool installed on each system – just plug it in between your router and modem. This firewall box auto communicates with all the browsers and devices and filters out all advertisement including in-video YouTube ads.

The device is available at cost of $139 only and the company claims that people could get better ROI as they will save a significant amount of bandwidth – being consumed by text, video and audio ads.


New Introductions Could Spoil The Party

Adblocker Plus and AdTrap are not the only ones threatening online publishers; many Anti-Virus softwares are also integrating an ad-blocking feature to provide a comprehensive protection tool to Internet users.

Besides, the ad blocking market has started getting eyeballs of many companies due to the involvement of financial and strategic benefits. The emergence of new ad networks, focused on Desktop and Mobile Users, is allowing ad-blocking tool development companies to pocket more dollars. Ad networks are ‘bound’ to shake hands, with these companies, resulting in Win-Win situation for both.

This would, however, have a significant impact on advertisement revenue for companies, and they would not be hesitant to share such ‘apparent losses’ with online publishers.


  1. If ever an action had a equal and opposite reaction, this is fantastic news for all concerned except google. I don’t mind waiting till 2017, it will give the investors in companies like google to create exit strategies into these companies… Where do I sign!

  2. Ad trap doesn’t automatically block ads on all devices with zero config as promised.
    Because I have an “all in one” modem / router & a HFC connection, I have to plug the adtrap into one of my router ports and set up a proxy to filter all traffic via the proxy – so I need to set it up on each device on my network. Additionally, as the xbox 360 doesn’t handle proxies, the device doesn’t filter ads via my xbox.


Please enter your comment!
Please enter your name here

Latest News

Backed By First-Time Shoppers, Flipkart And Amazon Dominated Festive Online Sales in India

It seems like Flipkart and Amazon squeezed the most out of the month-long festive season in India...

Amazon Gets Slapped With Penalty As GOI Prepares To Tighten The Noose On Ecommerce Players!

In a recent move, the Indian Government slapped Amazon on its wrist for not mentioning the country of origin detail for products...

Facebook’s Past Comes Back To Bite As South Korea Fines Them For 2018 Scandal

The social media behemoth Facebook Inc. (NASDAQ:FB) has once again proved they are the true arch-nemesis of modern-day user-privacy!

Amazon Future Group Dispute Deepens As Singapore Court Turns Down Future Group Plea

The dispute between Amazon and Future Retail is, apparently, far from over anything soon as the Singapore International Arbitration Centre (SIAC) has...

Google Pay Fee On Instant Transfer: An Indication Of Google’s Aggressive Monetisation Strategy?

Google has decided to levy fee on instant payment, starting from the US market. A few days back, Google...

Twitter Account Verification Is Back, But Has it Lost Its Mojo?

Twitterati queue up! As the Twitter account verification process which is responsible for awarding blue badges prepares to...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This