By Adam Fraser
The Ad Blocking story just got a whole lot more complicated.
You could be forgiven for assuming that the primary reason for being an ad blocking company was to….block ads. On the side of the consumer. Stop those annoying pop ups, pop overs and generally annoying and intrusive banner ads in our digital browsing experience.
To date you would have been right.
Now one of the leading players has changed the game. Adblock Plus has launched a marketplace for acceptable ads. Pardon? Acceptable ads from a piece of ad blocking software?
AdBlock Plus will allow a “white list” of advertisers to get their acceptable ad messages through to publishers. They can play judge and jury as to what is “acceptable”.
Has an ad blocking platform just pivoted into an ad exchange in the blink of an eye? This is certainly a major change for their users who would have downloaded the software with one sole purpose in mind – to block ads.
I have written previously about the potential impact of ad blockers for publishers. Also the cat and mouse game between ad blockers and publishers.
The technology arms race between ad blockers and publishers will no doubt continue. Deciphering the good guys from the bad and who is on which side is getting harder and harder.