Adblock Plus launching ad exchange

Posted on: Tuesday 13 September 2016

IAB UK's CEO, Guy Phillipson comments on the recent news that Adblock plus have launched an ad exchange.

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Adblock Plus, who spent years as the consumer champion squashing adverts - now sell ads!

We see the cynical move from Adblock Plus as a new string in their racket. Now they're saying to publishers "we took away some of your customers who didn't want ads, and now we are selling them back to you on commission".

The fact is, in the UK ad blocking has stalled. It's been stuck at 21% throughout 2016 because the premium publishers who own great content, and provide a good ad experience, hold all the cards. More and more of them are offering ad blocking consumers a clear choice: turn off your ad blocking software or no access to our content. And their strategy is working, with 25% to 40% turning off their blockers.

So with their original business model running out of steam, Adblock Plus have gone full circle to get into the ad sales business.

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