Recognizing that consumers want alternatives, Verizon, for instance, has ad-blocking capabilities for mobile users on its new Wi-Fi service.
Similarly, Google's Chrome desktop and mobile browsers have an add-in feature to block ads that repeatedly violate the Better Ads policies.
Microsoft tested the use of AdBlock Plus (a popular add-in blocker) for its Edge browser used on Android mobile devices. Now it has adopted the blocker as part of the Edge browser.
The new browser Brave also includes ad-blocking capabilities, both for mobile and desktop users. In fact, Brave blocks ads by default--which means consumers must opt into any digital tracking if they wish. In the past, the usual situation was "opt out," meaning consumers would be tracked unless they specifically asked not to be tracked.
The trend toward ad blockers affects many advertisers and publishers. Fewer eyeballs translate into lower revenue...and the possibility that, in the future, more websites will request or require payment. One of the pioneers of a paywall was the Wall Street Journal, which has been charging for print and online access (mobile or not) for two decades. Will more consumers be willing to pay for known quality and trusted sites?