“It allows you to treat the two different ecosystems completely differently and monetize each one. And crucially, monetize the ad blockers on their own terms.”
Adblock Plus’ operations and communications director, Ben Williams commenting on their ad marketplace
Adblock Plus is indeed a turncoat.
Realizing that they have the advantage over advertisers such as Google and Facebook when it comes to blocking ads as I’d pointed out in How Ad-blocker Detecting Software protect US$22 billion Advertising Industry, they decided to sell advertisements.
They’ve launched on Tuesday September 13th 2016 with an ad marketplace, to allow blogs and other website operators to pick out “acceptable” ads and place them on their pages. Thus users of Adblock Plus will see those ads instead of the ones currently on your blog or website.
They plan to have a full roll-out later in 2016 after consulting with a committee of publishers, privacy advocates, and advertisers to build their whitelist of Acceptable Ads. Their whitelist of approved ads under the banner of their Acceptable Ads program has been around since 2011.
Basically, Adblock Plus is winning the war, so they can now strong-arm blogs and website owners to accept their terms or face not making revenues from blocked ads on their site.
Blog admins merely have to sign up, plug in code for these ads on their blog or website and start making money from approved whitelisted ads. This puts a limit on what a website can earn, effectively making Adblock Plus guardian of a gate that they created to the US$22 billion Advertising Industry promised land.
Defeat is bitter, as this is sure to hurt Google revenues in the long run.
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