As we know, the development of blockers advertising becomes a structural problem for publishers of free information sites (like ZDNet.fr) as it weighs on their business model. Everyone seeks the solution to encourage people to abandon this tool, especially through educational messages or worse by blocking their content so that the blocker is enabled (even blocking blockers, which could be illegal). But blackmail has its limits and the method does not work.
On the other hand, the proliferation of intrusive formats and growth of programmatic advertising (these free spaces are filled automatically by poor quality pubs) will argue in favor of some publishers. The question is where to place the cursor between the reading experience and the presence of the pub, crucial for the sustainability of many sites.
The idea might come from Google and some newspaper publishers who are working on an alternative solution. The principle: Chrome block via some advertising formats deemed most intrusive: “the idea is to find an overall approach to advertising that makes unnecessary for the user using a adblocker” Carlo d’Asaro Biondo, chairman Google Europe, to the media reporters Association, quoted by Le Figaro.
“We believe that people are not against advertising, they know the durability necessary to free media. They are actually against certain types of advertising formats, including mobile, that are too intrusive “.
It must indeed know that adblockers are not in detail and block everything and even more. On ZDNet.fr for example, activating a adblocker problem when a player wants to write a comment or start a search on the site.
Rest technical question. How to sort the “wheat” and the bad. Google intend to establish a whitelist of acceptable advertisements? The engine does not say: “We work with publishers to a charter establishing what is allowed and what is not The needs are very different from one country to another..”
Perhaps the first step would be to permanently abandon some formats that poison the lives of players, including mobile, to show some goodwill. In any case, Google also discusses with the IAB to find an effective strategy against this phenomenon which ultimately impacts all ecosystem.
Remember that the Microsoft side, the question is asked. “Building ad blocking features in the
browser “Did you read in a presentation at the latest Build conference of the publisher. Is quickly reported
Microsoft plans to make the filtering natively in Edge, the
Windows browser.
The Redmond company has since responded and clarified things. So, in truth, the presentation at the Build 2016 focused on extensions for Microsoft Edge. “We are not building a native ad blocker
with Microsoft Edge. What you see is a reference to the work
we already carry in the port extensions in Microsoft Edge ”
So says a spokesman.
Edge is indeed, and with months of delay from the original schedule, allow to install extensions, like other browsers. These add-ons therefore included advertising blockers.
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