ANTIADBLOCK.COM EX­PANDS IN EUROPE

Newspapers & Technology Magazine - - Contents - ▶ BY MARY REAR­DON CON­TRIBUT­ING WRITER

Prague- based com­pany AntiAdblock. com is cur­rently ex­pand­ing across Europe and look­ing to es­tab­lish a lo­cal pres­ence in the U. S. in near fu­ture, says Martin Vedej, the com­pany’s CEO. The com­pany, which be­longs to Dig­nity, a pri­vately owned group of com­pa­nies work­ing on the Czech on­line me­dia mar­ket, rep­re­sents an­other salvo in the war be­tween ad block­ing and anti- ad block­ing.

The use of anti- ad block­ing is on the rise. The Univer­sity of Cal­i­for­nia, River­side, re­leased re­search this year show­ing anti-ad-block­ing on 30 per­cent of the top 10,000 web­sites.

AntiAdblock.com’s ex­pan­sion comes at a time when on­line pri­vacy and user ex­pe­ri­ence are hot top­ics in Europe. In May, the EU’s new Gen­eral Data Pro­tec­tion Reg­u­la­tion (GDPR) took ef­fect, re­quir­ing many sites to make changes in their data col­lec­tion and per­mis­sion prac­tices. AntiAdblock says they are GDPR com­pli­ant.

AntiAdblock was born out of in­ter­nal need at Dig­nity. “In 2015 some of our own sites started to feel the growth of ad block­ing, which in­flu­enced their abil­ity to de­liver their ad­ver­tis­ers’ cam­paigns and grow ad sales. After look­ing around for a work­ing so­lu­tion, we de­cided to de­velop our own tool,” said Vedej.

“The word spread across the mar­ket and we started re­ceiv­ing in­quiries from other play­ers ask­ing for im­ple­ment­ing the so­lu­tion on their prop­er­ties,” he said. Word spread about the tool and in 2016, AntiAdblock.com be­came its own unit within Dig­nity.

AntiAdblock.com’s so­lu­tion is based on the en­cryp­tion of page el­e­ments and ads for users who use ad block­ers. With the so­lu­tion, ad block­ers don’t rec­og­nize that there are ads on the page, so they are dis­played with all their at­tributes, ac­cord­ing to the com­pany.

“Ad block­ers do not only block ads (tech­ni­cally ad re­quests). They also block some page el­e­ments re­spon­si­ble for load­ing the ads. We address both ads and the page el­e­ments,” Vedej says.

The sys­tem is de­signed to un­block any ad for­mat, in­clud­ing desk­top and mo­bile video.

AntiAdblock is suit­able mainly for di­rect ad sales rather than pro­gram­matic (ads bought by soft­ware), Vedej says.

AntiAdblock’s charges a CPM rate of 20 cents for stan­dard dis­play ads and 40 cents for brand­ing and video ads. It doesn’t charge a min­i­mum monthly fee.

Each setup is cus­tom­ized to a pub­lisher’s page and ad de­liv­ery struc­ture. De­pend­ing on the re­sources a pub­lisher is ca­pa­ble to al­lo­cate for the setup, AntiAdblock we can be live within a cou­ple of weeks.

Martin Vedej

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