“At the end of the day, it’s just that people haven’t quite wrapped their heads around exactly what our value proposition is,” he added. He added that 1,000 publishers signed up on its webpage to test the beta version of its platform.
“We found that surprising, but we didn’t find it in the least disheartening because it’s an open system, and we built this to not be dependent on anyone on the demand side, and we fully expect to continue,” Mr. The chief executive of AppNexus, Brian O’Kelley, said in a blog post that it had not and would not allow ComboTag to “use our platform to monetize Eyeo and AdBlocker Plus.” “We have no involvement in their program, and this is not a business we want to be part of,” Google said in a statement. Both companies, which represent the biggest advertising marketplaces, were swift to deny involvement with Adblock Plus, and both terminated ComboTag’s account with them. “It makes me uncomfortable that Adblock Plus would be the arbiters of what is good and what is not good.”Īdblock Plus, which teamed up with the advertising-technology company ComboTag to create its new platform, also attracted criticism last week after Adblock Plus announced that, as was reported by The Wall Street Journal, the new venture planned to use ad platforms operated by Google and AppNexus, a major automated online ad tech firm. According to the Adblock Plus forums, Taboola, a content-marketing company, has been accepted by Adblock Plus, to the consternation of some users. One example is ads that say “Sponsored Links by Taboola” that often appear at the bottom of websites. And Adblock Plus typically takes a 30 percent cut of the money brought in by those ads that would otherwise not be seen by its user base. Before it began whitelisting ads, Adblock Plus accepted donations and funding to become a company, although it does not disclose its financial details.Īdblock Plus says it charges only large entities, which it defines as those that increase their ad impressions by 10 million or more a month once they have access to Adblock Plus users. Adblock Plus explained that such efforts, along with monitoring individual ads and providing technical support, require funding beyond donations. The vetting includes an application, outreach from Eyeo, a signed agreement and a proposal posted to an open community message board. But the introduction of the service last week ignited a backlash among consumers, who accused Adblock Plus of veering from its purpose. It is a coveted group for advertisers and publishers: Users are often relatively young, well educated, tech-savvy and hard to reach. Now, with a staff of about 70, the company has moved even deeper into that business with an automated online advertising service that will allow more websites to place ads deemed “acceptable” in front of Adblock Plus users. Purging bad ads is a good start.”īut shortly after that, in 2011, Adblock Plus was altered and became a tool that, instead of blocking bad ads, allowed ads it deemed “acceptable” to be seen, often for a price - a controversial move that has positioned it as a gatekeeper between advertisers and its huge user base. Its motto: “We want to make the internet better for everyone. As Adblock Plus surged in popularity, he was able to turn it into a full-time job, increasing its staff to three employees in 2011 and housing it under a company named Eyeo GmbH in Germany. Palant wanted publishers to make ads that did not “degrade” internet users with interruption and animation, he wrote on his blog in 2007. Wladimir Palant, a 20-something developer who was annoyed with intrusive ads online, created it as an open-source project and quickly built it up with the help of volunteers who also wanted to make the internet faster, less cluttered and safer from malware. Adblock Plus, an ad blocker now used on more than 100 million devices, started out as an almost utopian idea a decade ago.
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