On Tuesday, Mozilla launched an iOS content blocker named Focus by Firefox, promising to block out all tracking codes on mobile webpages. It will most certainly wipe out the ads as well, given that most online ads today have some sort of tracking code built in.
What Brands Need To Do
Following Apple’s decision to allow ad-blocking extensions in iOS 9, a handful of ad-blocking apps have been making waves among mobile users. While it is still debatable how much damage it will do to online publishers and advertisers, there is no denying that today’s consumers are becoming increasingly aware that they are being tracked, and that personal data holds value to advertisers. Therefore, publishers and ad tech providers will have to figure out new ways to acquire the audience data they need for retargeting and analytics. For one, offering consumers added value to incentivize them to volunteer their personal information and data is a good way to bypass the rising trend of ad avoidance.