Eyeo is known for ad blocking, but it’s got its eye on ad filtering. On Tuesday, eyeo, which is the parent company of AdBlock and Adblock Plus – two of the most-downloaded standalone ad blockers – acquired Blockthrough, a company for ad block revenue recovery.
Just like a rising tide lifts all boats, a receding tide grounds all ships. When someone turns on an ad blocker out of frustration, that decision also affects publishers making an effort to serve up respectful ad experiences, says Blockthrough CEO Marty Krátký-Katz.
Ad blockers are still a thing, even if you haven’t heard much about them in the past few years. And they still see widespread use among ad-weary audiences. But while some publishers may write off ad-blocker users as a lost cause, some like AccuWeather are finding success monetizing this part of their audience through bypass solutions.
The term “sustainable marketing” calls to mind disposable bamboo razor handles from Schick, the promise McDonald’s made last year that by 2025 all Happy Meal toys will be made from environmentally friendly material and Coca-Cola’s plan to launch a new bottle made from 100% recycled plastic. But digital media has a carbon footprint, too. A big one.
