Ginny Marvin says, “This week, Adblock Plus threw its hat in the ad tech ring. That is, the ring that makes money from serving, not blocking, digital advertising. Eyeo GmbH, the company behind the ubiquitous ad blocking browser extension, announced on Tuesday it is testing a programmatic ad platform for its Acceptable Ads program.

Just a day later, the experiment appears to have hit a snag. Adblock Plus’s partner for the programmatic piece is ComboTag, a supply side platform that enables publishers to set up private marketplaces for ads from Google’s DoubleClick Ad Exchange and AppNexus. Both companies have said they plan to end their relationships with ComboTag due to its partnership with Adblock Plus.

Sridhar Ramaswamy, SVP of ads and commerce at Google, told reporters at the DMEXCO conference in Germany on Wednesday that Google is “moving to terminate our relationship with ComboTag” because Adblock Plus “erects toll booths on a public road and siphons off advertising dollars that should be going directly to publishers,” AdWeek first reported“.

AdBlock Plus announces new ad exchange; Not with our ads, say Google & AppNexus

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