Most advertisers will tell you that it’s the ads that intrude on and disrupt user experience, driving users to ad blockers.
“We’re in this mess because the IAB has failed to create an advertising ecosystem that is sustainable and healthy,” Till Faida, CEO and co-Founder of Eyeo, Adblock Plus’s parent company, said onstage at Tech Crunch’s Disrupt NY 2016 conference.
Adblock Plus runs a white-list program called Acceptable Ads that allows certain advertisers through its screen. The company gets a cut of publisher’s revenues through that program.
Ad blocking has been a buzzworthy topic of conversation among those in the ad-tech business since last summer, when Apple’s announcement that it was including ad-blocker extensions on Safari for iPhones.
Some have said that the threat to the ad business is negligible; others claim users are voting with their dollars and that advertisers have to take their feelings into consideration as they consider an update to the ecosystem.