Will ad blockers boost brand journalism?

Apple and Google are making it possible for customers to block online ads, terrifying advertisers and publishers. The trend could spur an increase in storytelling by organizations, experts say.

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Sick of intrusive ads on the Internet? You’re not alone.

A new front in the war over digital ads is threatening to realign the Internet, possibly sinking some content publishers, reallocating ad dollars and boosting brand journalism.

While advertisers and publishers tremble, Apple and Google are enacting new means of streamlining people’s Internet experience by cutting out ads.

Ad blockers are reportedly available in the operating system updates for Apple’s iPhones and iPads, which rolled out this week. Similarly, Google is penalizing websites featuring intrusive ads that slow page-loading times and engulf screens.

So how will companies get their message across in a world of blocked ads?

“It’ll be huge for brand journalism,” says Justin Allen, head of content and production for Think Televisual, which produces Touch Vision. “It’s all anyone in my industry is talking about, and everyone is freaking out.”

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