New app "blocks ads on radio and podcasts"
Advertisers could face a new challenge following the launch of a new app that claims to block ads on radio and podcasts.
AdBlock Radio, created by developer Alexandre Storelli, claims to prevent livestreams and podcasts from broadcasting ad messages.
Storelli told VICE's Motherboard publication that he hopes it will encourage businesses to "develop alternative business models for radio and podcast lovers who do not want ads."
According to the developer, the app "detects audio ads with machine learning and Shazam-like techniques."
But the app could herald a new challenge for both marketers and publishers.
Marketers have seen penetration for online ads fall precipitously following the mass adoption of ad blocker browser extensions.
Meanwhile these extensions have also caused a collapse in ad revenue for many digital publishers.