Have you ever browsed the web and thought to yourself, “how much would I have to pay to make all of these ads go away?”
Well, according to TripleLift co-founder and chief strategy officer Ari Lewine, an ad-free internet would cost a user around $620 per year ($US410).
Lewine calculated this figure by taking the 2019 revenue from YouTube, Facebook, LinkedIn, Twitter, Snap, Google Search and major publishers and dividing each figure by the number of users on the platform.
From here he added up the average revenue per user on each platform to reach the final figure.
While there is always going to be a margin of error when making such a calculation, Lewine explained the point of the exercise was to highlight the reality of the internet.
“The main point is that the internet isn’t free,” he told B&T.
“Sometimes it can feel like the internet is free because we don’t have to take out a credit card every time we go to a website or use a social network.
“There is a real value, and real cost, to creating content, reporting news, designing websites and utilities.”
As hypothetical as it might sound, the prospect of an ad-free internet has been bandied around before.
Ad-blockers are a common practice, while web browsers Mozilla and Firefox both offer users a subscription for an ad-free experience on certain publications.
Google similarly has flirted with the idea, launching the Google Contributor ‘ad removal pass’ in 2017 to give users the option of paying for pages without ads on a per-page fee.
And while some of these options are reasonably priced – Firefox’s ad-free option costs $US4.99 per month – for most, paying for an ad-free internet is simply not reasonable.
“When you charge for something, there will be people who won’t be able to afford it,” said Lewine.
“If that happens to the use of the internet, the result might be that the world will be split into two groups.
“Those who can afford it can access news, information, and consumer platforms. Those who can’t will be left without access to content and services. For these reasons, advertising plays an integral role in the availability of content in modern society and a democratic system.”
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]