AdBlock launches crowdfunding campaign to create ads about blocking ads

The popular AdBlock extension is fighting fire with fire to spread the word to people unaware of its website-killing power.

Prepare to have your mind blown: This weekend, the creator of the popular AdBlock software--which kills the ads you'd normally see while trawling the Web--launched a crowdfunding campaign to pay for ads encouraging people to use AdBlock and block Internet ads.

Whoa.

As brain-bending as the concept sounds, AdBlock isn't dreaming small. The US$25,000 minimum fundraising goal will oh-so-ironically go towards the creation of banner ads to spam the AdBlock ethos, and AdBlock founder Michael Gundlach promises to spread the word via a Times Square billboard if the donations hit $50,000, or a full-page ad in the New York Times if the campaign raises $150,000.

If the crowdfunding really takes off, AdBlock has the white whale of advertising in its sights: At $4.2 million in donations (ha!), Gundlach says he'll buy an AdBlock TV commercial during the 2014 Super Bowl.

AdBlock recently started bugging users of its extension with ads about its campaign to create ads about blocking ads, in yet another bout of delicious hyprocrisy. Here's what the campaign page says about fighting fire with fire:

We're going to use ads to get rid of ads. We will use the money raised to make AdBlock banner ads and video commercials, and we will show these across the internet to people who don't have AdBlock. If we raise enough, we will implement our craziest advertising ideas and capture the whole world's imagination.

With ads about blocking ads. Welcome to the Matrix!

Ad-blocking or site-killing?

While ad-blocking technology is indeed highly handy-dandy and borders on necessity on some of the most annoying pages on the Web, it's not without its share of critics. A large swathe of the Web--PCWorld.com and TechHive.com included--relies on advertising to monetize content provided free of charge to readers, and ad-killing software such as AdBlock deprive websites of that revenue. Penny Arcade's Ben Kuchera recently wrote a superb article detailing just how harmful ad-blocking software is to websites.

Simply put, without ads, many Websites couldn't exist. Creating quality content costs money, and a truly ad-free web would be a mostly empty web.

Is there a middle ground? AdBlock rival AdBlock Plus whitelists ads that don't scream at you or autoplay or steal your browser's focus, which seems like a reasonable compromise. Some people manually whitelist the majority of the Web, blocking only sites that betray their trust with obnoxious selling attempts.

Attempts to offer ad-free content behind a paywall, meanwhile, have seen hit-and-miss success. While Netizens hate ads, few seem willing to pay to remove them.

But in a bout of irony so hard that it hurts, people are tripping over themselves to fund ads about blocking ads. AdBlock has managed to raise more than $22,000 of its $25,000 minimum goal in just a couple of days, with 28 days of fundraising left. One thing's for certain: It's going to be interesting to see where AdBlock's ad campaign goes, and what--if anything--it accomplishes.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

​ It’s time to walk the walk and get creative about data

Why do people still treat data and creativity as if they are two separate streams, running in parallel but never quite meeting?

Jason Dooris

CEO and founder, Atomic 212

Tapping behavioural science for consumer influence

We know full well the business we’re in as marketers is really the business of choice. But recent discoveries from behavioural science are leading to a psychological revolution that challenges many of the accepted models of how communication, creativity and advertising influence a consumer’s preferences.

Kyle Ross

Account director, TRP

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

There are lots of feature of microsoft dynamics crm by using these features you can grow your businesses. Some of them is lead management...

Dynamics Square

How Port Container Services is finetuning lead management with CRM

Read more

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

Latest Podcast

More podcasts

Sign in