Do not adjust your screen… You read that right.
AdBlock Plus just became a Supply Side Platform going from Blocker of Ads to Supplier of Ad Inventory. Seem strange? Not in the Fun House that is modern day media.
The players:
Ad Block Plus – Blocks Ads on Connected Devices. Adopted by consumers that have had it with Online Behavioral Advertising.
EyeoGmbH – parent of AdBlock Plus
AppNexus – Supply Side Platform/Ad Exchange
Double Click for Publishers – Just Like AppNexus only owned by…
Google – Ruler of the Universe
ComboTag – Ad Tech something-or-other..
Enough has been written about the adoption of Ad blocking software. Millions of people everywhere are waking up to the fact that they’re being stalked and violated to such a degree that it makes the Snowden disclosure look like the little boy who cried “Wolf!”. When Governments collect data on unsuspecting citizens – it’s called Surveillance. When Online advertisers do it – it’s Tracking. ABP has Millions of users that don’t want Ads.
ABP will now be allowing certain Ads to pass through the gate and onto their Ad protected Browsers.
In their Press release, ABP says that the “new platform turns the tables, allowing publishers programmatically to offer nonintrusive ads”. They Turned the tables alright… If Ad Blocking software is to Ads what bug repellent is to Mosquitos, then ABP is now handing out Gas Masks to the Mosquitos!!
According to an ABP Blog Post, the Acceptable Ads Platform will allow users to say whether they think a particular ad was “great, good or bad”. Right. So the same user who was averse to interacting with ads is now going to interact with an Acceptable Ads Platform? Why? So that they can get Ads of course!
News Flash – no one is exactly clamoring for ads. This is just more obsession with delivery systems and further oversight of what really matters; the Creative and the Publishers Brand. This will work just as well as Ad Choices, which gave such great control to Consumers that they had to adopt Ad Blockers. “If users complain about (the Ads) for whatever reason – it was ugly, it was intrusive, it was creepy – it gets punished on the auction”, the blog goes on to say. It is insane (disconnected from reality) to think that there will be any more than a small minority of people that will want to participate in this sort of thing.
Now that they’ve made the Big announcement, the 2 Major Exchanges that Eyeo’s AdBlock Plus AAP was going to tap, Google and AppNexus, have said, Um – Yeah.. we’ve actually never agreed to any of this. Both cut ties with ComboTag, the AdTech something-or-other that will connect AAP to DSP. Interestingly, although Googles’ DFP and AppNexus are head to head competitors, neither want to step into this arena.
So, we have an Ad Exchange where Advertisers pay for Ads on Publishers’ sites that are being viewed by consumers who’s Browsers have Ad Blocking software because the Ad Blocking software has not blocked the Ads because the consumers that didn’t want to see the Ads have voted on the Ads which they like and want to see.
Get it!?
