The article talks about how recently the company Eyeo which is responsible for softwares such as Adblock Plus are working with publishers to come up with ways for them to create whitelisted adverts on their own websites in order to maintain online advert revenue. This caused a great amount of backlash within the industry as many see this as the company creating a gate/barrier and is now charging companies a percentage of revenue to use the gate/barrier. The new platform, which launched in beta last month, lets publishers and bloggers choose from a marketplace of pre-whitelisted ads, allowing them to drag and drop these on to their sites.
- 90% of the companies on the whitelist don’t pay a dime
- "However, only about 8%–10% of our users choose to block them all"
- Adblock Plus says it has over 1,000 publishers on board
Personally, I think this is a very interesting strategy that the company is going through with. Since the decline in traditional media platforms, the industry's institutions have used the online platform as a way to boost and maintain revenues through advertisement. However, the online platform gives the users freedom in allowing them to block any adverts. This strategy allows publishers to reach a valuable, tech savvy audience who have previously put themselves out of reach and therefore increases their revenues through advertisements.
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