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    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home News

AdBlock Plus Is Launching a Marketplace for ‘Acceptable’ Ads, but Will It Just Infuriate Everyone?

An ad blocker wants to serve you ads

15/09/2016
in News
3 min read
This Mobile Ad Blocker Wants to Charge Brands to Show Their Ads

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek

It’s hard to know which crowd Adblock Plus will upset more with its recent announcement —marketers, publishers or its users.

The ad-blocking software brand, owned by Eyeo GmbH, revealed in a blog post that it’s created a service that lets brands buy the right to place “acceptable” ads that appear in front of consumers who actually want ads blocked. The company’s endeavor, dubbed Acceptable Ads Platform (AAP, for short), will let publishers sign up for the service and then sell ad space via an automated system.

The Germany-based company has hooked up with ad-tech player ComboTag to build the exchange, which will operate on a real-time bidding (RTB) mechanism seen across the digital ecosystem. It’s unclear how the ad buys will be priced, but how the general public reacts to an ad appears to affect to some extent whether it will get placed. Thanks to the whitelisting-style program, the ad blocker almost certainly will take a sales cut, though financial details are scant.

“The AAP will offer a feedback mechanism embedded in each ad, which will let you say whether you thought that particular ad was great, good, bad or complete shit,” Ben Williams, a communications and operations exec with Eyeo GmbH, wrote in the blog post.

“This feedback will then figure into which ads get selected on a live auction,” he explained. “This feedback mechanism, in turn, sets the stage for the second AAP benefit, making the real-time bidding process (RTB) better by making it more human. RTB is the process by which ad inventory is bought and sold in real time on ad exchanges. It literally takes milliseconds for winners to be crowned on an auction, then appear on your page; which ads appear to you in particular is normally based upon a number of criteria, many of which are based upon tracking.”

Eric Franchi, co-founder of Undertone, said that while the situation is nuanced, it boils down to the fact that a “user downloads software which is called an ad blocker. That software is then used as the basis for serving them ads.”

“This is a battle cry for control of what remains of the open web,” added Patrick Hopf, SourceKnowledge president. “AdBlock Plus is simultaneously selling an ad blocker to users and an advertising platform to advertisers and publishers. It’s essentially an ad platform disguised as an ad blocker.”

Compared with those two industry players, Andrea Bridges-Smith, product marketing manager at PostUp, saw the development a bit differently. “This is more of the same distraction from the real issue—publishers’ relationship with their audience,” Bridges-Smith said. “Whether they’re showing large page takeover ads or these acceptable ads, publishers still need to have a good relationship with their audience in order to get them to turn off ad blockers or allow acceptable ads.”

“No matter how Adblock Plus tries to justify their form of extortion, or make it seem harmless, it is a practice that will continue to erode the value exchange that powers the free and open Internet,” Dave Grimaldi, evp of public policy at the IAB, told Adweek. “Online advertising is what enables consumers across the globe to access their favorite websites, songs, and videos, and Adblock Plus continues to ignore the damage its technology is doing to that free-flowing ability.”

The timing of AdBlock Plus’ announcement appears tied to the Dmexco conference, which takes place this week in its hometown of Cologne, Germany.

Williams also riffed on the idea that ad blockers will improve the digital experience. “Ads that receive good reviews,” he noted, “get rewarded by making them more likely to be chosen. Rad, eh?”

Yet, since publishers and advertisers don’t want their paid promos blocked and AdBlock Plus users may not want to see any ads at all, we’ll see, sir. We’ll see how rad it is.

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