You might have heard: More than half of online display ads are not seen by consumers, claims Google in first ad-viewability study
But did you know: “Seeing a threat to their ecosystem, French publishers follow their German colleagues and prepare to sue startup Eyeo GmbH, the creator of anti-advertising software AdBlock Plus,” writes Frédéric Filloux. “But they cannot ignore that, by using ABP, millions of users actively protest against the worst forms of advertising.” Filloux points out a few issues with AdBlock and the online ad ecosystem in general, including why a single private entity cannot decide what is acceptable or not for an entire sector and how the rise of ad blockers is the offspring of two major trends: a continual deflation of digital ads economics, and the growing reliance on ad exchanges and Real Time Bidding, both pushing prices further down.
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