Advertisers Must Use iAd or Risk Ad Blocking on Safari 5

Apple's new version of its Safari web browser, Safari 5 has sent a very clear message to advertisers - use Apple advertising or have your adverts blocked.

Safari 5 includes a new ad blocker called Reader. The feature removes pop-ups, banners and other display advertising on websites.

Whilst Reader is not automated, the ad blocker is easily activated in Safari's menu options. Rival browsers such as Firefox or Chrome require users to install ad blocker add-ons. With such an easily integrated option, advertisers can expect Safari users to block ads using Reader whilst surfing to avoid intrusive advertising.

The only way to guarantee getting around Reader, is to use Apple's own online advertising platform through the App Store. Adverts which are placed through Apple are conveniently ignored by Reader and will appear to browsers as normal, earning Apple a healthy revenue in the process.

If Reader is transferred to Apple's mobile version of Safari for iPad and iPhone then Apple sets to benefit even more. Ads form iAd will not be blocked, and Apple will pocket 40 per cent of the advertising revenue generated to boot. Apple's penetration of the smartphone market with the iPhone could be enough to make mobile marketing through iAds worth the price for advertisers.

Currently, the iPhone is responsible for 58 per cent of smartphone web browsing, and with the introduction of the iPad and the iPhone 4 mobile browsing will surely increase. Safari is the default browser on both Apple devices, which means advertising through iAds will reach a niche but extremely tech-savvy market of consumers.

Article Comments

from Anonymous on 2010 12 11:

It adds to reader trust: this listening to them.

from Anonymous on 2010 12 11:

Thanks for the above comments. The source article from which this was taken was misleading and indicated that Safari 5 would have a direct effect on mobile browsing as well as normal web browsing.

The text has been changed accordingly to show that ads will not be blocked if advertisers use the App Store. Furthermore it addresses the potential gains to be made by Apple if they decide to introduce Reader to their mobile version of Safari.

As always, we are indebted to our readers for their knowledge and advice.

Editorial Team.

from Anonymous on 2010 12 11:

Given that iAd is specifically aimed at mobile browsers, how is it going to know who is using iAd if I’m using Safari on another platform?

from Anonymous on 2010 12 11:

This post is very inaccurate. iAd is Apple’s new Ad platform for Mobile Devices such as the iPhone and iPad. Safari 5 is used for Desktop and Laptop machines.

from Anonymous on 2010 12 11:

Apple users, by and large, are most certainly not tech-savvy. Try re-writing your last paragraph. Also most mobile ads are server to Android phones with Chrome despite the larger market share of iStupidName devices. Safari for all its bluster is an also-ran in the browser market. The only market worth targeting with iAds is the mobile market. Even if that offers reader you still default to the full page.

I suspect that iAds may do ok, but compared to the advertising behemoth out there it will falter. Google are way ahead on ads and Apple won’t catch up.

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