Do you Adblock?

Somewhere in Germany there is a small company that is slowly changing the way we use the
Should you Adblock?
Would you block advertising?
Internet. Eyeo produces a software app that allows you to block adverts that would otherwise appear on the web sites you visit. 

Stop! I can hear you Googling it. Before you download Adblock there are a few things to consider.
Do you actually want to block advertising?

We all have favourite web sites - perhaps you visit some of them every day? Most of these create revenue by accepting advertising. YouTube? Advertising revenue model. Newspaper web sites? Advertising revenue model. Nearly every blog from Den of Geek to The Daily Mash? Advertising revenue model.

Do you really want to deprive the content producers you rely on of the advertising revenue on which they depend? And do so just because you occasionally encounter an advert that you don't really like much? If you do, and everyone else does, there's a good chance there will be less content that you enjoy appearing in the future.

But it only blocks unacceptable advertising!
AdBlock only blocks advertising that doesn't adhere to its 'Acceptable Ads Guidelines'. Well, that's OK then - as long as everybody agrees what the definition of unacceptable is. Unfortunately, in this case the word 'unacceptable' basically means anything that isn't text only, without any flashy gimmicks.

I think everyone would agree that we want fewer adverts telling us ‘how to lose six pounds of belly fat’ but does anyone really want to block the most creative internet advertising?

Oh, and once you have proven that you are 'acceptable', you have to pay Adblock 30 percent of your revenue - providing you are defined by Adblock as a big site.  'Small' sites don't have to pay, but the definition of small isn’t clear.

The likes of Google and Twitter have already signed up. So expect your pay per click advertising to be more expensive going forward.

For the sake of fairness, we should also stress that you can have your own 'whitelist', which unblocks your favourite sites and allows you to see their advertising.

But nobody really uses it, do they? 
It’s easy to imagine that Adblock and similar pieces of software don’t represent a problem. After all, it’s surely only a minority of early adopters who use them.

In fact, many savvy Internet users already have Adblock or one of its many competitors installed, with estimates ranging between 10 and 20 percent, depending on the source. In fact, Ablock Plus is reportedly the single most popular extension for both Chrome and Firefox.

So, if you want to save the sites you love and preserve their advertising revenue, don't download Adblock or any of its equivalents. Similarly, if you want a fully rounded user experience, which surely includes well produced advertising, then don't download Adblock.

It is great for blocking out those adverts about losing six pounds of belly fat though.

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Richard Stone

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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