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In the arms race of ad blocking there’s clearly never a dull moment as efforts to block ads are combated by publisher and platform countermeasures trying to fox the blocks.
This is why Adblock Plus maker, eyeo, says it’s getting more serious in how it tackles what it dubs “circumvention technologies” — by setting up an interdisciplinary team internally that’s devoted to countering the ad blocker blockers.
Team - Publishers - Alternatives - Circumvention - Technology
It also says it wants the team to “work alongside publishers to develop user-friendly alternatives to so-called circumvention technology” — which, at the base level, boils down to trying to sell them on signing up its Acceptable Ads whitelist, aka the official way to circumvent its ad blocks (which also involves paying it a fee).
Though it also talks about promoting other more ‘user-friendly’ alternatives to reinjecting ads (such as paywalls).
Anti-circumvention - Taskforce - Eyeo - Efforts - Circumvention
Prior to creating the anti-circumvention taskforce eyeo says efforts towards blocking circumvention of ad blocks were mostly carried out by interested others outside the company — aka the open source community, filter list authors and developers of other ad blockers — who worked together, along with some from within eyeo, to try to fox the would-be ad block foxers.
It also says that effort was “somewhat siloed” — whereas now it’s confident its interdisciplinary taskforce is going to be more effective, claiming: “The results have already spoken for themselves.”
Result - Stands - Creation - Taskforce - Facebook
One result that eyeo stands by (though it predates the creation of the taskforce) is successfully beating back Facebook’s efforts to slip its ads past Adblock Plus.
Ben Williams, director of advocacy at eyeo, confirms to TechCrunch it’s now just short of a year since it figured out a way to counter Facebook’s workaround for Adblock Plus ad blocks.
Users - Facebook - Fix - Fix - October
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