It makes it seem like they have ulterior motives.”ĪdBlock Plus maker Eyeo’s business model has taken heat by publishers and advertisers, who say that the company is extorting the industry into coughing up cash to get their ads added its “Acceptable ads” list. They shouldn’t be threatened by the fact that publishers are trying to have that dialogue. “Those conversations are about communicating the value exchange between readers and publishers. “I really don’t understand it,” said Jeff Burkett, senior director of ad innovation at The Washington Post, which recently experimented with blocking ad blockers. But by letting ad blockers opt out of those messages, AdBlock Plus makes it harder for publishers to communicate with them.
Forbes recently found that 44 percent of readers agreed to turn off their ad blockers when asked to. Those messages have already proven to be effective for the publishers that have tried them. The feature naturally doesn’t sit well with publishers, which are using the “please whitelist us” messages to not only get more readers to opt into their ads but also to better communicate to readers that while their articles may be free to read, they aren’t free to produce. The Atlantic is the only major publisher on the “ Adblock Warning Removal List,” a list that lets AdBlock Plus users automatically hide messages on any site that targets them with special messages. But other publishers could find themselves added to that list if the community that manages it deems their messages too obtrusive. But even those messages risk falling on the wrong side of the ad blockers.
Publishers such as The Guardian, GQ, Forbes and others have tried to reduce the number of people blocking ads on their sites by asking readers to whitelist their sites.
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