With the use of ad blockers on the rise, many media companies are scrambling to find ways to make sure their ads are seen. But since ad blockers are mostly designed to work on browsers, there's one area that has an inherent advantage: apps.
"Most ad-blocking software is focused on browsers and display ads instead of ads shown in apps," a Facebook spokesperson told CNBC. "In our case specifically, ad blockers haven't had as much impact — in part because the bulk of ads shown on/by Facebook are delivered on Facebook and in other apps that integrate with us."
Interactive Advertising Bureau Senior Vice President Scott Cunningham, who is also the general manager of the IAB Tech Lab, said that in its tests of ad blockers, most ads inside apps still appeared despite the installation of ad-blocking technology. While ad blockers could theoretically stop people from getting to websites accessed by clicking on in-app ads, the advertisers still were able to get the benefit of brand recall and awareness just from having their ads displayed.
On websites, though, the censoring is complete, said Cunningham. "Once you install the ad blocker [on the browser] it pretty much shuts everything off."
Part of the reason why apps are immune from ad blocking is because they don't work with third-party sources to display an ad, said Matt Adkisson, president of content compensation company Sourcepoint. Everything is handled in-house.