However, with this attack, it may not kill it, but it can force it to the edges. Fire up the web browser, type in AdBlock in the "get new extensions", and it is in place. Right now, it is very trivial to get adblocking working. But the entity and leaders who can do the job have yet to be found." For example, by bringing at the same table publishers and advertisers to meet and design ways to clean up the ad mess. "The growing rejection of advertising AdBlock Plus is built upon is indeed a threat to the ecosystem and it needs to be addressed decisively.
Even Google has begun to realize that the explosion of questionable advertising formats has become a problem and the proof is Google's recent Contributor program that proposes ad-free navigation in exchange for a fee ranging from $1 to $3 per month. "We must admit that Eyeo GmbH is filling a vacuum created by the incompetence and sloppiness of the advertising community's, namely creative agencies, media buyers and organizations that are supposed to coordinate the whole ecosystem," says Filloux. A different approach is required but very few seem ready to face that fact. Therefore, suing Eyeo, the company that maintains ABP, is like using Aspirin to fight cancer. By downloading AdBlock Plus (ABP) on a massive scale, users are voting with their mice against the growing invasiveness of digital advertising. A position that some media have likened to extortion."Īccording to Filloux the legal action misses the point. "Several criteria must be met as well: advertisements must be identified as such, be static and therefore not contain animation, no sound, and should not interfere with the content. According to, EYEO, which publishes Adblock Plus, has developed a business model where they offer not to block publishers' advertisements for remuneration as long as the ads are judged non-intrusive (Google Translate, Original here).
writes Frédéric Filloux reports at Monday Note that two groups of French publishers, the GESTE and the French Internet Advertising Bureau, are considering a lawsuit against AdBlockPlus creator Eyeo GmbH on grounds that it represents a major economic threat to their business.
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