It is complex. Eyeo is a top online ad blocker.
While it is possible for you to feel upset when someone refers to your business as an ” theft racket” in some cases, or even your sales pitch as a ” ransomnote,” Eyeo CEO Till Faida who also leads the widely popular Adblock Plus web browser extension is not. It’s his view that he wants to help online advertising, and websites that depend on it.
Criticism stems from Faida’s business strategy: Provide a browser plugin that blocks ads. Next, take 30% of the ad revenue generated by large publishers that sign up to an program that allows them to remove ads. Faida has not disclosed who the paying party is, but you can look through Eyo’s whitelist to see large names like Google as well as Amazon.
Ads were blocked in old-fashioned online advertising because of their intrusive nature. People block ads because they may invade your privacy.
Therefore, it is no wonder that Eyeo’s ad blocker software is used on 100,000,000 PCs and mobile phones. AdBlock Plus is also the leading Firefox extension. Eyeo’s complex situation means that you can’t block all ads without driving sites to paywalls. While it blocks certain ads, it still offers an ad-exchange of its own in order to provide ads for publishers. Below is an in-depth look at Adblock Plus.
1. Eyeo’s Acceptable Ads system: How does it work?
Eyeo started the Allowable Ads program back in 2011 to establish its guidelines for ad usage. Adblock Plus wouldn’t block any websites that agreed to cooperate. Advertising must comply with these guidelines. Ads should not be large or too intrusive. Faida says it is about striking the right balance of what users want and what websites require.
Adblock Plus blocks advertisements for sites that don’t belong to Eyeo. Some of Eyeos 170 employees work with publishers to ensure they are not able bypass the system. Adblock Plus can also be configured to prevent all advertisements.
Faida indicated that Eyeo whitelist members, which include more than 90% of all companies in the world, don’t need pay any fees to join. Eyeo must pay 30% of the resulting revenue for publishers with more than 10,000,000 accepted ads per month.
Faida said that although publishers may be tempted to use paywalls because of ad blockers, he believes that they will continue using them. Faida stated that the real threat to free and open Internet is not from ad-blockers. The problem isn’t a lack of spots for ads online. Advertising is becoming more aggressive and valuable while simultaneously being more expensive.
2. Who determines the Acceptable Ads guidelines?
Eyeo created the organization in 2017 to be a nonprofit, with participation form other companies who are interested in online advertising. There are 50 members, which include companies in ad technology, agencies and publishers.
Similar functions are performed by another organization, the Coalition for Better Ads. Google picked this company when they searched for standards for Chrome’s Ad Blocking Policy. The policy was introduced in 2018 and applies to websites with excessively used ads. Google was the world’s largest online ad player and also runs some of the top online services.
3. Adblock Plus blocks ad trackers but not by default
Tracker blocking is growing in popularity, as demonstrated by notable actions in Apple’s Safari, Mozilla’s Mozilla, and Brave Software’s Brave. Some tracking protections for Microsoft Edge are also coming to . These protections are in addition to extensions such as uBlock Origin or DuckDuckGo that block trackers like Ghostery, Privacy Badger, Privacy Badger, and Ghostery.
Adblock Plus is able to block tracking automatically through the Acceptable Ads programme. Faida indicated that the decision is entirely up to each user. Facebook and Twitter can be disabled if they don’t track you.
Faida indicated that not all consumers mind tracking, and they want to help the sites they use. Eyeo does not make any revenue if users violate privacy policies.
4. Adblock Plus and Chrome will become disabled?
Google’s Google Chrome team added limits to extensions to combat ad-blockers through a policy known as Manifest v3. It is doing this to help improve performance, security and privacy. Ad blocking software has to be aware that they cannot use the same rules as a website prober, like finding out if an advert comes from an internet domain whitelisted.
Google raised the limit from 30,000 – 150,000 in an earlier proposed rule, however some content blocking extension say it isn’t enough. It was after many months of discussions and user threats to abandon Chrome if it causes harm to ad blocking extensions. Google stated that they want to permit content-blocking extensions. Faida believes Adblock Plus won’t be affected.
He stated that he was optimistic that Google would listen to his feedback. Although Google is legitimately concerned about security, Faida believes that engineers will find a way to solve them. Faida added that Chrome would still be available if it was to continue. Other browsers could then pounce on disaffected users.
5. You could also add ad blocker to your browser.
Opera, UC Browser and other browsers are offering a built-in feature for ad blocking. Brave automatically allows it. Adblock, itself, is following the trend.
Faida, however, disagrees with Brave’s anti-adblocking strategy. Particularly, Faida does not like Brave showing Brave ads even though it has removed publishers’ ads. Faida said, “Blocking and injecting ads your own is very different than helping publishers to display their own ads.” “We aim to make an open environment.”
Brave’s ad program, however, is an optional system that pays users a part of the generated revenue. It also has a way to split this revenue with publishers. Brave and publishers are also cooperating in the development of a system that allows ads to appear directly on website pages. This will allow Brave to take the largest share.
Brendan Eich, Brave’s CEO and founder, said that they do not whitelist trackers like Eyeo. “Privacy-by-default” is the only way for the system to be balanced and reward users and publishers, rather than intermediaries that create a toxic environment.
Brave’s technology is designed to protect user privacy as well as publisher revenue. Eyeo’s tracker blocking can be disabled, Faida acknowledged. Faida noted that “very few ads are out there without any tracking whatsoever.”
As even the ad-supported Facebook and Google join Apple’s plea for privacy online, it is clear that there will be more disruption in today’s online advertising market.
Feature Image Credit: Stephen Shankland/CNET. Opera and UC Browser have incorporated ad-blocking as an option. Brave automatically allows it.