Representatives of Google and Yahoo compared ad blockers with "nuclear weapons"

The audience of users of ad blockers is growing at an explosive pace - even such technological giants as Google and Yahoo can no longer ignore this market. Recently, both companies have accused the developers of the ad blocker Shine of disturbing the relationship between advertisers and consumers.

During a meeting at the Mobile World Congress (MWC), Google and Yahoo representatives criticized the position of director of marketing for Shine.
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“Shine is one of the biggest dangers in advertising history. This is a great opportunity to “nullify” the relationship with consumers.

We are not against advertising, as many may think. We believe that advertisers should consider new ways to interact with consumers, ”said Roy Carti, CMO Shine.

Consumers themselves have repeatedly stated their desire to use ad blockers - in the Adobe survey, more than 42% of survey participants admitted that ad blockers improve computer performance. The same is observed in the mobile market - advertisers often use too "heavy" ads, which significantly slow down the speed of the devices.

“Blocking all advertisements reduces my user experience from advertising. And in this we see a problem for the users themselves. Many sites can not afford to distribute content for free - in this case, users are asked to disable ad blockers.

I don’t want this ecosystem to be destroyed, and I believe that a softer solution can be found to this issue, ”said Benjamin Fayes, director of media and platforms at Google.

Ad blockers have become particularly popular after integrating their support in iOS 9. The first native solutions began to move actively in the App Store, and after installation many users recommended them to a wide circle of their friends.

“You block all advertisements at the network level. But for site owners or other projects, this is similar to the complete destruction of an ecosystem. In fact, Shine is a nuclear weapon on the market, ”the vice president and head of advertising for EMEA Yahoo shared with journalists.

During all CMO Shine debates, Roy Carti stuck to the position of changing the approach to advertising goods. This view is shared by many users - research has repeatedly shown that users refer to native advertising much more easily, but the number of sites that are ready to integrate this type of advertising is relatively small.