Greg Sterling says, “It may be premature to call ad blocking a “crisis” for the industry, but it’s obviously an area of significant concern for publishers and advertisers. The IAB (Interactive Advertising Bureau) has suggested that it may sue to try to stop ad blocking; however, the prospect of legal victory is dubious.

To the surprise of many, following the release of iOS 9, the ad-blocking app Peace immediately rose to the top of the iTunes paid app charts over the weekend, only to be later pulled by its developer Marco Arment amid feelings of remorse over its potential impact on publishers. Other ad blockers rose to take its place.

Though ad-blocking software and browser extensions have been around for many years, they weren’t widely used, so the industry largely ignored them. Now publishers, the IAB and industry observers are legitimately concerned by an increase in awareness and usage of ad blockers, as evidenced by the immediate adoption of Peace and other iOS 9 apps“.

Ad Blocking: The IAB Wants To Sue, But It Probably Can’t Win

Marketing Land

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