What Happened
On Friday, Adblock was sold to an unnamed new owner and now supports EyeO’s acceptable advertising — which allows advertisers to buy their way onto the whitelist — through the filter. Boasting over 40 million users, Adblock is among one of the most popular ad-blocking browser extensions in Chrome and Safari for the desktop.
What Brands Need To Do
This mysterious change of ownership comes at an interesting time when the advertising and media industry debate over the impacts of widespread usage of ad-blockers, largely thanks to Apple’s recently added support for ad-blocking Safari extensions, allowing iOS users to block ads in their mobile browser for the first time. For brands, Adblock’s new whitelisting feature presents a way to bypass the obstacle and reach a highly coveted key demo, as study shows that ad-blocker usage is highest among high-earning Millennials. Therefore, brands should work with agencies to seize the opportunity and ensure the ad networks of choice are on the whitelist.
Source: The Next Web
