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Tumblr Founder declares ‘Peace’ with App Developers by pulling his Ad Blocker App

peace app

Knowing very well that close to 90% of apps on the market are ad-supported or based, Tumblr co-founder Marco Arment waged war when he launched a very popular ad blocker app for iOS and Apple products.

Ironically, he called the App “Peace”.

Well, Arment has really called for peace by pulling the very popular app from the Apple Store today! Yay!


From a Guardian article:

Marco Arment, co-founder of Tumblr and creator of the Instapaper reading app, launched Peace on 16 September. The $2.99 app became the bestselling app in Apple’s iTunes store almost overnight.

Peace takes advantage of iOS 9, Apple’s newly updated mobile software, to filter out mobile ads and tracking on other apps and websites. Mobile advertising is the fastest growing sector of the ad business and seen by most publishers as vital to their future finances.

But mobile ads face mounting controversy with their use of “tracking” to follow users and lack of clarity over how people’s personal information is shared.

Web advertising and behavioral tracking are “out of control”, Arment wrote when he launched the app. “They’re unacceptably creepy, bloated, annoying, and insecure, and they’re getting worse at an alarming pace.”

Ad and tracker abuse is an even bigger issue on mobile than on a desktop, he said, where ads are much larger and harder to dismiss, trackers are harder to detect and they slow down page loads, drain battery power and waste cellular data. They are also “increasingly used as vectors for malware, exploits and fraud”.

Critics were quick to highlight that Arment was profiting from an app that blocked others from making money on mobile.

And after witnessing the success of the app Arment concluded that the damage to ad-supported content that would have been affected by the ad blocker was too much.


“Achieving this much success with Peace just doesn’t feel good, which I didn’t anticipate, but probably should have,” he wrote on Friday.

“Ad blockers come with an important asterisk: while they do benefit a ton of people in major ways, they also hurt some, including many who don’t deserve the hit. Peace required that all ads be treated the same – all-or-nothing enforcement for decisions that aren’t black and white … If we’re going to effect positive change overall, a more nuanced, complex approach is required than what I can bring in a simple iOS app.”

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Jeneba “JJ Ghatt”,is editor at Jenebapeaks.com, an online hub where she helps social media butterfly who empowers digital entrepreneurs and professionals to create great things online at her online learning platform Digital Publishing Academy.  She is an editor of tech blog Techyaya.com and founded the annual 200 Black Women to Follow On Twitter List. Read her bio, then get all of her online & digital biz startup advice and tools in one spot here!

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