Adblock opens debate on acceptability of native advertising

The open source group behind the online advertising blocking engine says new IAB guidelines around native advertising failed to take into account user views

The open source project aimed at ridding the Web of intrusive online advertising is calling on the community for comment on the acceptability of native advertising.

Adblock Plus, has opened a public forum discussion to define native advertising and encourage debate around whether styles of this emerging area of advertising might conform to its industry-first Acceptable Ads guidelines.

Adblock Plus is an add-on for Web browsers that blocks banner ads and pop-ups on Web pages, video ads on YouTube and intrusive ads on Facebook. Small website owners, however, can apply for whitelisting if they agree to run only ‘acceptable’ ads on their site.

Earlier this month, the US-based Interactive Advertising Bureau (IAB) [[xref: http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-120413|released the IAB Native Advertising Playbook based on parameters defined by advertisers and publishers. This identified six core interactive ad formats currently being used for native advertising: In-feed units; paid search units; recommendation widgets; promoted listings; IAB standard ad with ‘native ‘ element units; and custom content.

The playbook advises marketers weigh up six key considerations when working on any native advertising campaigns to ensure it meets brand objectives. These range from form, and how the ad fits with overall page design; to integration, and how well the ad unit’s behaviours match those of the site being used.

However AdBlock claimed the IAB’s efforts left out the important view of users on native advertising.

“As online advertising formats evolve, it is our responsibility at Adblock Plus to understand them and define when these new formats should be blocked, and if and when they can be classified as Acceptable Ads,” said Till Faida, co-founder of Adblock Plus. She pointed out several commenters claim native advertising can be a form of legitimate information content, and therefore should whitelisted.

“On the one hand, native ads are a positive reaction against ad intrusiveness; on the other hand, the seamless integration of advertising within editorial content blurs what we think should be a clearly distinguishable line between the two. So we are calling upon our public forum of Internet users to form an opinion and suggest some guidelines.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

nice post....https://www.jigno.com/men/t...

Jigno shop

Report: Broader remit sees CMOs struggling to meet expectations

Read more

Whom It May Concern!We pray for God's blessings and happiness in all our lives & business. Welcome To Kenneth Abrighten Financial Hom...

Anita K.Gold

Live webinar from CMO: Creating memorable customer experiences: The who, what and how

Read more

You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...

Brian 't Hart

Why Gartner thinks brands are too uptight about strategy

Read more

Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...

Eva Buttler

5 steps to customer intelligence success

Read more

here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/

Yasir Abbas

Adobe: Tech architecture, talent stopping companies making the experience shift

Read more

Latest Podcast

More podcasts

Sign in