Eyeo, publisher of AdBlock software, has just announced the acquisition of the Canadian company Blockthrough.
By acquiring Blockthrough, the publisher of AdBlock and AdBlock Plus solutions is seeking a new balance between intrusive advertisements and acceptable advertisements.
Allow some non-intrusive ads
Based in Cologne, Germany, the company that publishes the widely used ad blocker AdBlock announces that it has acquired the North American company Blockthrough. The latter offers solutions for publishers and web media, aiming to recover the money lost due to ad blockers… like AdBlock and AdBlock Plus.
Concretely, this should allow AdBlock to derive a new source of income from its activity by offering the user the possibility of still viewing certain advertisements deemed acceptable. The selection between intrusive ads and acceptable ads would be based on information provided by the independent Acceptable Ads committee.
More than trying to monetize the web browser extension, this new feature could help rethink our web usage habits. In 2020, no less than 44% of French Internet users used AdBlock type software. Based on this observation, allowing moderate display of non-intrusive advertisements could reconcile users and advertisers, especially in online newspapers.
Sources: The media leader, CB news
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