As Internet ad-blockers have grown more popular, online publishers have gotten aggressive—even passive-aggressive—about fighting back.
Frequently, after following a Twitter link, I’m greeted by a pre-content pop-up, explaining how the publication’s ad-funded business model works. “Please whitelist us,” the message begs, “so that we can continue delivering great content for you.” Sometimes, this plea can be dismissed; too often, it prevents viewing the content until I manually disable my ad-blocking extension.
On the one hand, I’m sympathetic to journalism’s plight. As the newspaper business has collapsed, online revenue hasn’t closed the gap. Ad blockers represent a real threat, since a blocked ad will never get clicked. Fewer clicks leads to lower ad rates—and fewer well-paid creatives.
But despite the publishers’ predicament, and despite their interstitial pleas, I don’t feel guilty enough to voluntarily view ads. I’ll keep running ad blockers as long as they work, for two reasons:
- I never click on ads, anyways. As far as I know, I have literally never clicked on a web ad—at least not intentionally. If these sites and advertisers are using clicks as their metric, my ad-blocker shouldn’t affect them (right?).
- If web marketers are measuring views (instead of clicks), my ad blocker could have an impact. But I don’t feel obligated to surrender my attention just because I clicked a link. Ads undermine my focus and squat in my imagination long after I navigate away from a page. As I’ve written before, I consider that headspace to be sacred. Whatever responsibility I have to “pay” for articles with my attention is outweighed by my obligation to be present for those around me.
Of course, somebody’s got to pay for good content. As the ad-blocking arms race continues, I may eventually be forced to either a) buy premium, paywall-bypassing memberships or b) accept the degraded attention caused by overexposure to advertising.
Given these two options, I know which I’d choose. Heck, I’d pay anything to never see this on the web:
I feel terrible for journalists who invest time and effort into doing a hard job well only to have it presented like this. pic.twitter.com/jIZxuJqVAq
— Jeff Long (@banterability) October 5, 2017
Eyeball artwork courtesy of Vecteezy.