There is a debate about ad blocking on the Internet every so often, and the release of iOS 9 with its support for content blockers has reignited it.
I am sympathetic to both sides. I don't block ads, but I do block both Flash and ad trackers. I block Flash because it slows down browsers, and I block the tracking because I don't think it's appropriate for any single entity to know by default what I do when interacting with completely separate entities. It's fine for Google to know what I do on YouTube since it owns YouTube. It's not fine for it to know what I do with every site I visit that runs Google Analytics.
That said, I also make a small amount of money from writing on the Internet, and that money ultimately comes from advertisers. I don't get paid anything close to a living wage for how much time I spend on it, but I'm blessed to be in a position where that doesn't have to matter if I don't want it to. Many people are not.
Right now, proponents of ad blocking list all the abuses of online ad technologies and say, "adapt or die". They might also point to focused (and non-abusive) ad networks like the Deck or point out that advertisers barely know anything about the effectiveness of their spots on TV or spreads in magazines. Those media can't track ad targets like online advertising can, and it was fine. Maybe just take that attitude online.
Those arguments are fine for a certain set of people who have audiences that skew affluent, but it's bad for everyone else in the short to medium term. If you tell advertisers that they will have less targeting, they'll pay lower rates. They already pay next to nothing, so it'd be a financial bloodbath.
It's tough for publishers. The hard fact of the matter is that the supply of content creators far outstrips demand. Internet technology makes publishing content of all kinds easier than it's ever been. A laptop is far cheaper than a printing press. A webcam is far cheaper than a TV studio. The upshot of that fact is that more people want to make a living by writing or making videos or whatever on the Internet than the market can possibly support. Take away the easy avenue of super intrusive ads and some publishers will go away because every other option is really hard.
I know this. I've been writing consistently, year-round on the Internet since mid-2007. By now, I think I've gotten pretty good at it, but "pretty good" isn't good enough to justify me doing it full time. The market has spoken by now. It says I'm not special enough to warrant a full-time gig. I am far from alone.
This is where it gets tough on the publishing side. A lot of new people appear on the Internet every year trying to make it by creating content. Sturgeon's Law says that most of them won't.
But everyone produces a lot of crap when they first start. Everyone who writes a lot says they look back on their early work and cringe because it's so awful compared to where they are in the present. A ruthless world where only the largest publications make it and it's mostly impossible to make any money without being a part of one of them means that only the people who can afford to write a lot for no money to prove themselves to those publications will make it. Only people who are decently well off will be able to break into the business, and that's not an appealing future. I realize it's kind of like that now in a lot of ways, but it has room to get worse.
I don't know what the answer is. Maybe it's micropayments, although I'm not bullish on them. Maybe it's some kind of scheme to essentially pay people to read sites and look at ads, although I'm not bullish on that either. If I did know, I'd be going and doing that instead of writing this essay. The long term good news for Internet content creators is that the future will have no TV or radio or magazines and only data flowing on the Internet. The ad dollars that go to old media now will go to online media in the future because they'll have to. That'll mean more ad money to go around. Its just that no one knows when that future will arrive, and many creators won't survive financially until then.
I hope there is something between the near privacy-less Internet we have today and the dystopian future without journalism. If it's out there to be found, iOS 9 and content blockers are giving the people searching for it a new sense of urgency.
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