Ad-Blocking A Moat by Cook & Bynum
The move to mobile and the increasing use of ad-blocking software pose risks to the moats of digital franchises, including Google’s AdSense advertising business and any number of ad-dependent content publishers. Just as the Internet destroyed many offline businesses, its continued evolution will eventually do the same to some currently-dominant online franchises.
Readers deplore online ads, particularly the personalized ones that follow them from site to site. They still don’t want to pay for news. They don’t find tablets all that exciting for reading news. And the homepage is diminishing fast, usurped by Facebook (not so much Twitter). The biggest surprise: Using apps to block ads has gone mainstream.
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