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Publishers and adblockers are in a battle for online advertising…
Publishers and adblockers are in a battle for online advertising
electronic warfare(Krieg) has broken out between internet users and the online advertising industry
5 per cent of the world's online population (more than 140m people) are estimated to use software such as Adblock Edge & Adblock Plus to prevent advertising from appearing on weg pages
problem: media groups including Google and Germany's RTL that depend on advertising
they are fighting back against the blockers using various weapons, including cash and the courts
some websites are deploying technology to sneak round adblocking software, they try to disable the adblockers
publishers are attempting to tackle ad blockers using technology
the UK broadcasters, ITV and Channel, refuse to load videos on their websites whenever they detect that a visitor is using an ad blocker. This is a relatively straightforward process: if you want to watch their shows, you also need to watch their ads
However, blocking the blockers is not a foolproof strategy. While some users are willing to turn off their blocking software to access highly-prized content most refuse to do so and simply leave the site
Secret Media, a NY based company founded last year has started deploying a tool that allows publishers to send certain types of video advertising through blocking software without detection
ads are intrusive. Advertisers pay for visibility and attention. But this is the reason why the internet has grown and continues to grow so fast. Secret Media want to help this ecosystem to sustain its growth
five big European media groups are already using the technology to deliver 10m ads per day through blockers
PROBLEM: ad-blockers : a very blunt tool as they tend to block all forms of advertising, including ads that enhance the consumer experience
consumer backlash against online advertising that is really interruptive like pop-ups
especially young people are using adblockers ( were first to adopt adblocking software)
online publishers catering for this demographic (which is highly coveted by advertisers) have been hit hardest
Eyeo : the German start-up that makes Adblock Plus: the world's most popular adblocking software
Google, Amazon and Microsoft have quietly paid Eyeo to stop blocking ads on their sites
Eyeo complies a whitelist of acceptable ads that can pas through its filters without being blocked
goal: to bring the advertising industry and internet users together, benefiting everyone in the long run
some german media groups are suing the company, alleging that, among other things, it is guilty of anti-competitive behavior
adblock usage rising rapidly
adblockers: technologies that prevent the display of advertising
Internet users of alls ges, genders, nationalities are increasingly learning that it is easy to block advertising on the we, including everything from pop-ups to pre-roll video ads
the blockers may have won their initial skirmishes but for many publishers the battle has only just begun