A presentation at Adblocker Developer Summit by Jutta Horstmann
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When looking at ad blocking from a business perspective, there are different angles on how to derive a business model from the users’ right to block ads. Subscription models are one common option to ensure the developer’s fridge is filled and rent is paid. In my talk I want to share some insights on the most successful monetization approach: Acceptable Ads. With more than 200M users worldwide, on desktop and mobile, this business model ensures a fair value exchange on the internet - by safeguarding the users’ right to block ads while at the same time providing publishers the means to fund good content by enabling them to show Acceptable Ads to their users.
This year we celebrate 10 years of Acceptable Ads at eyeo - sufficient reason to start sharing more insights into the success of this business model. But business lingo aside - in my talk I want to share from a technical perspective how the concept of “ad filtering” works.
I will take you on a tour through the “engine room”, explaining the IT infrastructure, software, data, and distribution of ad filtering technology. Then, looking forward into the next 10 years, I want to share some thoughts on current and future challenges to and opportunities for ad filtering technology in a business context.
