Tuesday, October 6, 2015

Apple Going All In To Gut Advertisers, And Kill Google

Source: TechCrunch

Apple means business. Google really need to figure out another solution to show ads or money elsewhere as billions if not tens of billions of mobile revenue on iOS devices will dry up as Apple moves to block ads not only in Safari but perhaps even within apps that serves up ads themselves.

Called"Been Choice", it works its magic through a combo of Safari and VPN voodoo. However it works, it'll serve as a huge disruption to the current status quo for app makers who rely on ads as their main source of revenue. And oh, the app also works on Facebook's own ads as well. 

As if it wasn't enough, content providers and publishers have already been running for cover and wondering what the future of publishing without the ability to serve not only adds but trackers as well. This app even works against Apple's own newsreader as well.

Why are the creators of Been Choice doing this to them, Google, trackers, and publishers ask. Well, they want to offer users the choice between blocking ads and being compensated for sharing their personal info and activities. So there is the angle. Compensation.

The are two modes. The usted can set Been Choice up as a traditional add blocker or sign into the app's VPN device where a deeper analysis is performed (but there is risk there too) through pattern analysis. That's how the app is able block ads even from Apple and Facebook. 

Then comes the earning mode that users can opt into and earn cash or gift cards from Amazon by sharing their data. And yes, the developers found that people are indeed willing to share info if they find that they are compensated for it. 

TechCrunch which obviously makes its money from ads and tracking us seemed more skeptical so its author should beer consider biased in this case. Otherwise, it's a good read.

This may have greater consequences for ad servers like Google in the long term of adoption is greater that expected. Already faced with a diminishing return on the desktop, Google will find itself squeezed even further. 

This will also have huge consequences for developers as well as app users. This could force a realignment of the app revenue s system that currently relies on ad revenue to generate income for developers in order to provide users with free apps. Perhaps, this is what Apple wants all asking if Apple comes its aggressive privacy push to root out all forms of ads and trackers. After all, Apple receives a cut off all apps paid but it gets nothing from free apps. 

Been Choice already has a 4-star rating on the App Store. Highly recommended.

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