Yahoo Mail tests anti-ad-blocker tool

In the ongoing battle between consumers, service providers and advertisers, some Yahoo Mail users found themselves in the middle of the crosshairs in a recent test of a new technology. According to reports, Yahoo Mail is blocking users accessing the system with Chrome or Firefox if they are also running ad-blocking extensions. A Yahoo spokesperson has confirmed that the company is testing this feature on some U.S. accounts.

Yahoo’s move to ensure Yahoo Mail users do not block ads when using the service comes as the company’s advertising revenue shrinks. The use of advertising is one way companies try to continue to make services available, usually for free. Thus, users who block ads end up hurting a service provider like Yahoo that depends on those ads to provide revenue which in turn funds the service.

Even as a service like Yahoo Mail moves to stop people from blocking ads, others like the U.K.’s wireless carrier EE are taking steps to help make it easier for people to block ads. Sources have noted that much of the activity on ad-blocking seems to have been triggered by a recent decision by Apple to support ad-blocking with the release of iOS 9.

If you happen to be a Yahoo Mail user impacted by Yahoo’s testing, you can disable your ad-blocker to restore access or use a dedicated mail client to access email.

source: Gadgets 360

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