Home Ad Exchange News Incentivizing Ad Unblocking; Netflix Now Available Worldwide

Incentivizing Ad Unblocking; Netflix Now Available Worldwide


compromiseHere’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Soft Diplomacy

Forbes shared results of a recent experiment in which a sample of ad-block users were asked to turn off the software in exchange for an ad-light experience. “The reaction to our testing was swift,” writes Lewis DVorkin. “A handful or two of our ad-blocking visitors who got the message took their criticisms to Twitter. Staffers, fearing fewer readers for their work, expressed worried confusion.” On the positive side, 42.4% of visitors who got the message ended up turning off their blockers, resulting in 15 million additional ad impressions – a good slice of revenue if it can be extended. More.

Revving Up

Netflix is now available around the globe, per an announcement from CEO Reed Hastings at CES. That in and of itself is significant (if it’s executed), but temper your expectations considering the broadband challenges abroad and the apparent plan to charge one price for membership worldwide. The real bragging point is a studio production roster (original series, kids programs, films, docs, etc.) that continues to outclass cable TV. Netflix has also opened the door a crack for branding opportunities in the past six months as it looks to grow revenue in 2016.


In an Ad Age column fraught with anecdotal evidence and a hyperbolic headline, Traction CEO Adam Kleinberg argues “why ad tech is the worst thing that ever happened to advertising.” Despite opening with a gun control metaphor that, uhh, backfires, Kleinberg does eventually connect with some pointed barbs. Industry insiders push back on the once-common claim that ad tech is a “Wild West,” but it’s undeniably true that mobile advertising is rife with deceptive clicks, auto-redirects and what eMarketer terms “the Fat Fingers Problem.” Ad tech has improved a lot online, but it needs to recreate those efforts for the mobile world. More.


Boston-based Toast, which produces Android point-of-sale systems for restaurants and venues, raised a $30M Series B round. Ken Yeung of VentureBeat sees a potential Google-centric Square rival in the making, seeing as one of the new investors is GV (formerly Google Ventures). Toast already has a mobile and in-store presence, but by connecting digital it can also build its brick-and-mortar software into online delivery or booking. More.

But Wait, There’s More!

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

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Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.