From nasty to nice: how adblockers are trying to pivot

Controversial software was branded enemy of publishers, but adblocker developers are reassessing their relationships

“…Facebook and Google’s share of digital advertising has continued to rocket, even as every other provider has flatlined. Meanwhile, market penetration of adblockers has plateaued (Britain’s IAB estimates 22% of visitors block ads, the same as this time last year). And as well as fighting back technologically, some sites have started appealing to the morality of visitors, pointing out that blocking adverts deprives publishers of revenue, and requesting adblocking readers whitelist their domains.

It’s not just publishers who have started to push themselves as the moral option, however. Developers of adblockers have been reassessing their own relationship to publishing, and bringing out products intended to ameliorate for the loss of revenue site owners experience from adblocking….”

Read full story by Alex Hern


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