{"id":112764,"date":"2015-06-03T13:40:00","date_gmt":"2015-06-03T18:40:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-app-the-browser-and-the-mobile-ad-blocker\/"},"modified":"2024-12-21T05:53:58","modified_gmt":"2024-12-21T10:53:58","slug":"the-app-the-browser-and-the-mobile-ad-blocker","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/the-app-the-browser-and-the-mobile-ad-blocker\/","title":{"rendered":"The App, the Browser and the Mobile Ad Blocker"},"content":{"rendered":"<p>Browsers were once the battlefields where advertising revenue wars were won and lost. Now, that battle is evolving and we have a new contender on our hands; the mobile ad blocker.<\/p>\n<p>There\u2019s nothing new about the ad blocker, internet users have been using them for years and 28% of Americans claim to already use Eyeo&#8217;s Adblock Plus extension\u00a0on their PC. What is new is the trade-off between Google and Eyeo\u2019s latest version of the Adblock Browser, a Firefox-based Android web browser that removes mobile ads from sight of the user.\u00a0In 2014, revenues for mobile video advertising spend grew at a rate of over 140% in the UK in the past year, and so this was the last thing that Google needed.<\/p>\n<p>The more people that use Chrome, Android, You Tube, Gmail or Google Drive, the more ads that can be blocked and the more potential money Eyeo can make from Google to let them \u2018white list\u2019 intrusive adverts appearing on our mobile screens. The real battle, therefore, is between whether customers chose to use an app or a browser through either of which advertisers are able to send push like messages but only via the browser, are ad blockers able to do their thing. .<\/p>\n<p>With the rapid growth of retargeting and programmatic advertising, last click sales through \u2018search\u2019 especially through the paid search channels have seen dramatic drops in conversion as RTB has been seen as the star of the show. And as long as RTB drives users to browsers and browsers can be controlled by showing or not showing those last click ads; there\u2019s money to be made from Google.<\/p>\n<p>But Google are fighting back and working to minimises the number of users who leave the initial search. Soon we will see the \u2018buy now\u2019 button on Google Mobile Ads, the idea being that it will encourage shoppers in buying mode to \u2018act now\u2019 whilst performing product searches.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69fdeff7b7f68'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69fdeff7b7f68');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>So, it seems that browser wars are back on the agenda for some of the major providers. If Eyeo\u2019s ad blocker browser gains market share on Chrome, Google mobile ads could lose out, as could Microsoft and Yahoo! If tech providers like Samsung felt pinned down by the potential restrictions of using Google\u2019s Android platform, then there could be options and reasons to look elsewhere for another provider.<\/p>\n<p>As mentioned earlier, big companies like Facebook that mainly gain their advertising revenues through their mobile app rather than users browsing on a platform like the Chrome browser will remain more resilient to change. This is because \u00a073% of Facebook\u2019s revenue comes through mobile devices, whilst a third of the entire mobile browsing market sits with Chrome; a large percentage of which could have the potential to be blocked or \u2018white listed\u2019 at a cost to Google.<\/p>\n<p>The Financial Times claims that, to prevent their ads from being blocked, Google, Microsoft, Amazon and others paid Eyeo 30% of their ad revenue in order to so called \u2018white list\u2019 their adverts and keep their visibility. . \u2018White listing\u2019 may be the new goldmine of the future, there is clearly a desire to cut down the amount of intrusive ads that we see, but it may also spell the slow demise of traditional display ads and the rise of promoted app advertising and sponsored tweets.<\/p>\n<p>Watch this space. Change is on the horizon yet again.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Browsers were once the battlefields where advertising revenue wars were won and lost. Now, that battle is evolving and we have a new contender on our hands; the mobile ad blocker. There\u2019s nothing new about the ad blocker, internet users have been using them for years and 28% of Americans claim to already use Eyeo&#8217;s [&hellip;]<\/p>\n","protected":false},"author":69,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2861],"tags":[195,164,475,445,491],"class_list":["post-112764","post","type-post","status-publish","format-standard","hentry","category-analytics","tag-android","tag-chrome","tag-mobile-display","tag-programmatic","tag-search-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The App, the Browser and the Mobile Ad Blocker | DAC<\/title>\n<meta name=\"description\" content=\"The battle between the browsers, Adblock Plus and the rise of planet of the Apps - 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