Is iOS 18's new pop-up blocking feature a threat to advertisers?
Posted: Thu Dec 26, 2024 10:08 am
Apple, always keen to shake up the tech world, has launched a new feature in its Safari browser that could change the way we browse the internet and, in the process, give the advertising industry a little headache: goodbye to pop-ups. In its latest iOS 18 beta update, users have discovered a tool called “Distraction Control,” designed to make browsing smoother and less frustrating. But what does this mean for online advertising?
How Safari's new Distraction Control blocks pop-ups
Imagine browsing your favorite website when suddenly a pop-up window takes up the entire screen. Hopefully, you find the little “X” to close it. Then, a banner about cookies appears at the bottom, asking you to accept their policies. Finally, an advertising video starts playing automatically in the corner. Result? Your browsing experience becomes a battlefield, where what you’re really looking for gets buried under a mountain of distractions.
This is where Apple’s “Distraction Control” comes into play. This feature allows users to hide those annoying elements with a simple tap, improving the browsing experience . While it’s not an ad blocker in the traditional sense (as these elements can reappear when you refresh the page), it’s a powerful tool for those looking for cleaner, less intrusive browsing.
What about online advertising then?
It's no secret that online ads are the lifeblood of many websites. Without them, much of the content we consume for "free" on the internet would be behind paywalls. But the reality is that many users are tired of invasive advertising that interrupts their experience. Apple knows this, and with this new feature, it's making it clear that users' patience has a limit.
Furthermore, this new dynamic could complicate data collection by publishers, especially when it comes to cookie preferences. If users start hiding these notices, current data-driven strategies could falter , forcing publishers to look for new forms of monetization that do not rely as heavily on programmatic advertising.
While Apple remains steadfast in its stance to improve the user experience by eliminating pop-ups, its main competitor, Google , seems more conciliatory towards the advertising industry. With the company’s new plan for the elimination of third-party cookies in Chrome and it has toughened its stance against ad-blocking extensions on its platforms, such as YouTube. This is not a surprise. Unlike Google, which relies heavily on advertising revenue, Apple has been committed to putting the user first. Since it began blocking cookies in Safari in 2017, Apple has made it clear that its mission is to offer a less intrusive browsing experience. Distraction Control is just the latest step in that direction.
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How Safari's new Distraction Control blocks pop-ups
Imagine browsing your favorite website when suddenly a pop-up window takes up the entire screen. Hopefully, you find the little “X” to close it. Then, a banner about cookies appears at the bottom, asking you to accept their policies. Finally, an advertising video starts playing automatically in the corner. Result? Your browsing experience becomes a battlefield, where what you’re really looking for gets buried under a mountain of distractions.
This is where Apple’s “Distraction Control” comes into play. This feature allows users to hide those annoying elements with a simple tap, improving the browsing experience . While it’s not an ad blocker in the traditional sense (as these elements can reappear when you refresh the page), it’s a powerful tool for those looking for cleaner, less intrusive browsing.
What about online advertising then?
It's no secret that online ads are the lifeblood of many websites. Without them, much of the content we consume for "free" on the internet would be behind paywalls. But the reality is that many users are tired of invasive advertising that interrupts their experience. Apple knows this, and with this new feature, it's making it clear that users' patience has a limit.
Furthermore, this new dynamic could complicate data collection by publishers, especially when it comes to cookie preferences. If users start hiding these notices, current data-driven strategies could falter , forcing publishers to look for new forms of monetization that do not rely as heavily on programmatic advertising.
While Apple remains steadfast in its stance to improve the user experience by eliminating pop-ups, its main competitor, Google , seems more conciliatory towards the advertising industry. With the company’s new plan for the elimination of third-party cookies in Chrome and it has toughened its stance against ad-blocking extensions on its platforms, such as YouTube. This is not a surprise. Unlike Google, which relies heavily on advertising revenue, Apple has been committed to putting the user first. Since it began blocking cookies in Safari in 2017, Apple has made it clear that its mission is to offer a less intrusive browsing experience. Distraction Control is just the latest step in that direction.
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Follow MarketingDirecto.com on WhatsApp
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