Samsung has rolled-out ad-blocking across all versions of Android on Samsung devices, following the release of version 4.0 of Samsung Internet for Android.
The ad-blocking feature means that Samsung users will now be able to browse the internet without being constantly pestered and interrupted with annoying adverts. However, Samsung will not be doing the blocking directly, instead allowing the installation of third-party ad-blockers via the app’s ‘Content Blocker’ feature.
A recent IAB report found that 22% of adults are now using ad-blocking software, a figure which should be of great concern to publishers and marketers. Calling for a shift in strategy, Luke Moore, EMEA Sales Director at Crimson Hexagon, said:
"Ad blocking is predicted to cost publishers $22bn globally in 2016, making it one of the biggest challenges for marketers in the coming year. This means brands must start looking at alternative ways of delivering relevant and engaging content or risk marketing ROI simply evaporating behind blocking software.