Germany-based eyeo, which developed an open-source technology to filter ads, on Tuesday announced the acquisition of Blockthrough, a Toronto-based technology company that works with digital media businesses to recover revenue lost to ad blocking,
Its ad-filter technology for publishers detects and prevents disruptive ads from being served to users of ad-blocking and ad-filtering products.
Blockthrough's technology gives consumers an online ad experience they they have agreed to, while allowing publishers to recoup revenue otherwise lost,” stated Frank Einecke, CEO at eyeo, adding that it benefits users as well as publishers and advertisers.
The acquisition furthers eyeo’s mission to deliver technologies that place the needs of the user at the center of the web experience, while at the same time supporting the needs of publishers, advertisers and others across the open web ecosystem.
Marty Krátký-Katz, co-founder and CEO of Blockthrough, and the entire team, will join eyeo. “A post-acquisition integration plan has been put in motion to determine the ideal next steps for bringing Blockthrough into the eyeo group of companies," a company spokesperson told Search & Performance Marketing Daily.
In addition to acquiring Blockthrough, eyeo also recently rolled out new initiatives to promote what the company calls a “a healthy and prosperous open web.”
The features include privacy-oriented technology that enables users to take control over their online identity, offering brands and agencies a way to reach millions of ad-filtering users while giving them control over their ad experience, and integrating machine learning into ad filtering to automate the detection of intrusive and inappropriate ads which can invade privacy and disrupt the overall user experience.