Twitter trials ad blocking ‘Reader’ mode on mobiles

Nov 1, 2016 | Online advertising, Social media, Twitter marketing

Twitter is testing a new feature in its ‘Reader’ mode, initially only available for a small number of Apple Safari users, that strips out adverts, navigation links and comments. Under the new scheme, the Twitter iOS app will automatically open ‘Reader’ mode by default on every link opened in its in-app browser. Reader mode still […]

Twitter is testing a new feature in its ‘Reader’ mode, initially only available for a small number of Apple Safari users, that strips out adverts, navigation links and comments.
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Under the new scheme, the Twitter iOS app will automatically open ‘Reader’ mode by default on every link opened in its in-app browser.
Reader mode still requires the original version of the page to be loaded before it can display, however, which may mean advertising figures are still counted – at least until advertisers realise that some proportion of readers aren’t viewing the adverts.
Speaking to the Guardian, a Twitter spokesperson confirmed that the change is “just a test for some”, but it comes in the middle of a number of other large changes being tested by the company.
Twitter is also testing a new system for replies on the site, which has been received with extraordinarily negative response from those in the test.
Reaction to the new scheme has so far been mixed, with some claiming the finction distorts web page layout.


But others are more positive about the change:

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