Tag: blocking


Update -> No more blocker ratings, new product coming!

After spending a lot of time talking to various ad blocking companies and surveying the landscape, we realized that what we wanted to achieve (a way to protect your data, privacy and attention that doesn’t destroy the publishing world!) would require us to build a better ad blocker which also gives people the opportunity to express which sites and articles they love most. Thus if you visit app.optimal.com today, you’ll notice you can still subscribe to a $5.99/month payment to reimburse publishers for some of the revenue they lose via ad blocking, and you can still “tip” individual sites one-time amounts ranging from $0.01 to $1.00, but we no longer have the listings of various ad blocking tools on platforms. (If you’re a publication interested in licensing that test data from us please send me a DM on Twitter to discuss).

Our blocker will work across multiple browsers and platforms and give users a great experience, reflect all that we’ve learned over the past many months about what works and what doesn’t, and will provide a future path for publishers to participate in a new consumer-centric data-driven ad economy that does not disrupt the user’s attention with irrelevant ads. I wrote about what I think the future holds for interactive advertising, and I encourage you to read it to see the direction we are headed.

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Mobile adblocking reduces battery use by 50%

According to research conducted by The Wirecutter, “one of the easiest ways to make your battery last longer may surprise you: Install an ad blocker“:

We ran an automated Wi-Fi Web-browsing session in Safari on an iPhone 6s, cycling through a set list of websites for two hours with no ad blockers; then we ran the same test with the 1Blocker ad blocker installed. Without the ad blocker, the test used 18 percent of the phone’s battery, but with the ad blocker, it used only 9 percent—so viewing ads doubled the impact of Web browsing on the phone’s battery! We ran a similar test on a 2015 Moto X Pure using the Ghostery Privacy Browser and got results that were even more dramatic: With no ad blocker, a two-hour browsing session in Chrome used 22 percent of the phone’s battery, whereas the Ghostery ad-blocking browser (which uses the same browser engine as Chrome) consumed only 8 percent.