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Apps are used by two billion users globally and most apps rely on advertising networks for their revenue. And app users don’t seem to mind them; despite Apple’s success in popularising low cost mobile app purchases, users still prefer seeing ads to paying.
Yet Shine, the technology provider for Hutch’s blocking, doesn’t appear to give the app developer a choice. It’s likely this will spark a shift from an ad-supported model to an in-app purchase model.
The ad industry itself will also need to readjust – possibly striking deals with operators for “acceptable” ads.