With the release of iOS9, Apple slipped in a feature that allows users to install content blockers for mobile web browsers. Along with blocking ads, content blockers will also block cookies and scripts by default. Add-ons for desktop browsers have been growing in popularity for some time so this announcement compounds this issue for marketers and businesses significantly.

With the release of iOS9, Apple slipped in a feature that allows users to install content blockers for mobile web browsers. Along with blocking ads, content blockers will also block cookies and scripts by default. Add-ons for desktop browsers have been growing in popularity for some time so this announcement compounds this issue for marketers and businesses significantly. To illustrate the effect on the Australian web landscape, here are some usage statistics for mobile Safari:

  • 65% market share in Australia (iphone, tablet combined)
  • 15% of overall browser usage (inc desktop)

If ad blocking tools achieve 50% penetration on iOS9, it would reduce trackable audience by a further 7.5%. Add that to the estimated 18% of traffic already being blocked and there is a big black hole in audience visibility.

The upshot for businesses that rely on this kind of marketing intelligence is that explicit user data becomes far more valuable than implicit. By motivating your customers to commit information through sign-up forms or account creation, it negates the need for cookies to identify those customers. You can still personalise content, lead score and automate your marketing processes with an intelligent on-page marketing strategy. Smart businesses will get better at this through necessity and wind up with more valuable marketing databases as a result.

To discuss what this could mean for your business, don't hesitate to reach out to the Revium team to discuss an explicit on-page marketing strategy.

For more of my thoughts on content blocking, click here

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