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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in