Tourtel: La parte descarada de la historia es el modelo de negocios de los adblockers
Although adblockers appear like the cool guys because they help users avoid annoying intrusive ads that make your browser slow, the truth is that they are wolves in sheep’s clothing, wrote Eric Tourtel, SVP at Teads Latin America, on the LinkedIn blog, Pulse. “The cheeky part of the story is the business model of the adblockers: whoever wants to deliver ads, pays them to “whitelist” their site, which means the adblocker will allow the site to serve ads” highlighted Tourtel. Recently, the company Adblock Plus announced they would create an ad exchange labeled, the “acceptable ads platform” to help marketers place “acceptable” ads before users with ad blocking technology turned on. They also added that through their partner Combotag -Google and ad tech specialist- AppNexus, will also have a hand in helping to sell ad space from the new platform by offering it up to potential buyers through their own online ad exchanges. However, both Google and App Nexus refuted that declaration and unplugged Combotag from their plataforms, said Tourtel. “The sad part of the story is the fact that companies like Eyeo (the owner of Adblock Plus) seem untouchable, and thus are acting as such. How could they think that both Google Adex and App Nexus, who live off of publishers would willingly help a company responsible in large part for the 22 billion in revenue publishers will lose this year?” The good news is that a German court sentenced that the Eyeo business model is ilegal. However, the industry must understand that adblocking is growing rapidly, warned Tourtel. “What the industry needs is for the newspapers, blogs and media sites to act by explaining to their users the importance of ads, because content is not free: you have to pay for it out of your pocket or another way” he said to end.
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