The mobile ad-blocking war is in full swing and there seems to be no middle ground between factions. On one side of the conflict are the advertisers who feel that ad-blocking software is blatant thievery, while ad-blockers such as AdBlock Plus believe that they are supporting a dissatisfied user base in their quest for a better mobile browsing experience. Eyeo, the company responsible for AdBlock Plus, has decided to wave an olive branch to the advertising world in the hopes that meaningful negotiations can take place. After an initial meeting between parties, has any peace been made?
Eyeo hosted an event during New York’s Ad:Tech conference where they invited members of the advertising community to come hash out possible solutions to the mobile ad crisis. Only twenty people attended. Many of the big names in the mobile ad world like the IAB, Omnicom, and Publicis chose not to attend. These companies take issue with the AdBlock Plus Whitelist, which is a feature that allows companies to bypass the ad-blocking software for a fee and an adherence to strict guidelines. This whitelist allows Eyeo to “extort” advertisers, according to the IAB. Eyeo argues that they are simply trying to make sure that only quality, non-intrusive ads are delivered to customers.
As long as the whitelist exists, many advertising companies will refuse to meet at the negotiating table. They do not understand why one small ad-blocking company should be the gatekeepers between ad publishers and the user. It’s estimated that $22 billion in lost revenue will be attributed to mobile ad-blocking software in 2015 alone. Eyeo envisions itself as a company that is speaking for the people who are fed up with invasive, bothersome ads. They believe that advertisers should work to create a better ad experience so that everyone benefits.
Peace was not reached, but Eyeo has made it clear that the lines of communication are open. It’s unclear whether any sort of agreement can ever be reached, but at least the first steps have been made.
Read the full article here: Adblock Plus was in NYC last week waving the olive branch at advertisers