Apple might have struck a big blow to Google's online advertisements business with the new iOS 9 software, which allows its users to block ads from websites.
The Internet is full of "free" content for everyone. Users don't need to pay for anything except for their Internet service, but this is because websites include ads with their content. Online ads are considered crucial to keeping content such as news and videos from transitioning into subscription type content.
Google has one of the largest online advertisements business throughout the Internet. With their several free online services, the company's revenue spiked up. From 2004's $3.1 billion figure, the Wall Street Journal reported that Google has gained $59 billion in revenue in 2014.
To battle the threat of ad blockers, Google developed and launched the Chrome browser. It allows to block only certain types of ads. Chrome has been a successful attempt as StatCounter puts it at currently 56 percent of all desktop browsers globally.
Apple has decided to allow the iPhone and iPad users to block online ads using the stock Safari browser in the new iOS 9 software update. Third-party apps from the App Store that can block ads have skyrocketed in download numbers.
Daniel Frew, the senior programmes manager for the Internet Advertising Bureau, told BBC News:" Ad blocking is a threat to the whole advertising industry. It's essential people understand that online content isn't free - there's a value exchange. Facebook is monetising you - your data is valuable."
Why do users hate ads? Some ads are harmless. However, there are many online ads that can actually hurt the computer or even the experience of the user. Such ads are shown in full-screen pages on mobile phones, while some pop up unexpectedly in a large part of the screen on desktop browsers.
There isn't a clear solution in place yet, according to Time. Users don't want to pay for content on the Internet, but they wouldn't also want to see annoying ads on their screens.
Google and Apple's ad-blocking war has a big potential to hurt not only the online ad business, but also how content is viewed in the future. Internet users will be hurt the most as free content could start to be limited due to ad-blockers.
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