This article discusses the impact that eyeOS's move to launch a platform selling 'acceptable ads,' will have on publishers within the industry. Already being known for its adblocking software, Adblock Plus, which has already been particularly controversial having cost online publishers $22 billion in 2015 alone, the company now plans to launch a platform which gives companies a number of whitelisted ads to choose from. These are with the aim of having ads on the internet which don't ruin the flow of reading and aren't just pure disturbances to the audience. But as this is done, large institutions in particular will have a price to pay, not only through a licensing fee but also through having to give eyeOS 6% of their advertising revenue. One of the ongoing discussions now is how Eyeo are simply doing this because they are in fact a business. They have commercial aims that they're going to want to achieve, and expanding their platform will only help them to do this. It's quite controversial among publishers though, since a business with 'little to no accountability' or representation from established advertising and publishing industry bodies, is being given the opportunity to set a standard as to the content of ads.
- Adblockers cost publishers almost $22 billion in 2015 alone
- Publishers will get to keep 80% of the advertising revenue from ads sold through the marketplace, and the rest will be divided between Adblock Plus and other partners
- Adblock Plus says it has over 1,000 publishers on board
To me, this article represents the growing power that adblockers are having on the internet publishing industry. So while institutions were once able to almost 'do as they pleased' with advertisements, they are now having to be limited to preset ads that have been 'whitelisted.' While Eyeo claims that this is with the intention of readers having a better experience in reading, it's clear that the main reason behind it is the commercial aspect to it. As a business, they are going to want to maximise profit, and to do this they need to continue to launch more platforms that they know are going to be widely used. In terms of the publishers themselves though, I can expect more backlash in future over this move, because it may almost be the case that they have to eventually move to the platform simply to ensure that they're gaining the advertising revenue that they rely on.
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