Google today announced changes to its display ad network that will ensure advertisers only pay for ads that are 100% viewable. The move could be viewed as a first step by Google to combat ad blockers that many believe could drastically change the landscape for advertising online going forward.
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Few of us actively like ads, but most of us are smart enough to recognize that if we want free content, advertising is what pays the bills for the people providing it. But publishers face a growing threat from increasingly sophisticated ad-blockers that deprive them of revenue needed to remain in business. Even mobile networks and Apple are getting in on the action.
One former Google exec thinks he has the answer. Ben Barokas, former general manager of marketplace development at the search giant, is working on a new type of adblock-blocker that he thinks may not just help publishers, but also provide their readers with more choices …
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The Financial Times is reporting that European mobile carriers are planning to block Google and other web ads in order to reduce demands on their networks and break Google’s hold on advertising (via TNW).
According to the story, which cites anonymous sources, the carriers have installed software from Israeli ad-blocking firm Shine in their data centers to block advertising in Web pages and apps, but not social networks.
Many websites, 9to5Google among them, depend on ad revenue to deliver free content to their readers. Any move to block ads could have far-reaching consequences …
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