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For an Internet user, there is nothing more annoying than seeing unwanted advertisements burst onto their screen. Adblock Plus offers to optimize the user experience by controlling this outpouring of ads and pop-ups of all kinds. Although sprinkled with good intentions, its various functionalities are far from unanimous in the world of the Web. Discover the debate around this tool of controversy.
Adblock Plus software remains at the heart of heated discussions
Adblock Plus is a program developed by Eyeo. This publisher claims to have more than 300 million downloads worldwide. The company remains discreet to avoid any controversy. Indeed, when it blocks ads on websites, this company deprives them of their livelihood. Publishers survive thanks to these advertisements which are the very basis of their business model. Then, some observers criticize him for not keeping his commitments on various points.
To confront its detractors, the team behind Adblock Plus recently provided some insight. The company discussed how the software works during a round table. This was the opportunity for Kai Recke to clarify that the program only blocks intrusive advertising displays. The company’s legal manager also recalled that the objectives of AdBlock Plus remain unchanged. It indicates that its designers do not intend to take away from web page publishers their main source of livelihood. According to this lawyer, AdBlock Plus gives the consumer the choice to accept or refuse advertisements.
Those responsible for Adblock insist that the program focuses above all on improving the browsing experience. Being on the side of Internet users, the software defends their freedom to choose. The Internet user thus has the power to block the ads or not. Which is a real point of contention with web page editors. The latter see this maneuver as a dictate. According to its detractors, Eyeo is taking advantage of the legal loophole on ad blocking to continue to deprive them of substantial income. For good reason, the 300 million downloads of the program weigh heavily on the digital economy. Many of its critics believe that Adblock Plus encroaches on creativity by excluding certain ads. Others accuse him of encouraging the consultation of illicit download sites.
An ad blocker, but not only
AdBlock Plus officials clarified that the software does much more than block the way for pop-ups that open unexpectedly. According to its publisher, the program offers privacy protection. Indeed, some ads include tools to track people who have viewed them. This allows advertisers to achieve finer targeting. Faced with these tracking firmware, Ablock Plus integrates anti-tracking. It targets in particular advertisements for adult sites. However, this optional feature is not automatically enabled during software installation. When in doubt, professionals recommend tools like Ghostery for better privacy protection.
The different features of AdBlock Plus are discussed by Internet professionals. Actors in the Web field are asking questions about their legitimacy. Others accuse the publisher of taking advantage of loopholes in the law governing privacy. The protagonists discuss better solutions against intrusive advertising that do not penalize advertisers. While waiting for a solution to the situation, the legislative process is progressing. For Europe, the adoption of Directive 2009/136/EC is a start. This legal basis was transposed into French laws from 2011. In the United States, advertising windows with tracking are subject to the text entitled “Do not track me online act”. This legal framework also establishes limits on the collection of data from Internet users.
A controversial list system for sorting advertisements
Deemed arbitrary, AdBlock Plus is based on selective sorting. Advertisements considered intrusive are added to a blacklist. They will be blocked wherever the advertiser intends to display them. More tolerable offers are on a white list. Their authors then have authorization to distribute them. Adblock Plus grants them this right against payment of a certain amount. This entire system is governed by a charter drawn up by the Eyeo team. In addition to discriminatory practices, Adblock Plus can quickly lapse into a mercantilist approach. Some analysts speak of an aberration when analyzing its business model. For them, the software publisher seeks to generate profits by taxing advertisers. Many examples highlight a flaw in the system.
- On Ask.com, advertisements authorized by the Eyeo team cover up to a third of each page. Which is not necessarily a good distribution if you need an optimal experience for the Internet user.
- Content with added value on the platform only takes up 13% of the total surface area. Visitors have a hard time distinguishing between commercial (sponsored) offers and real search results.
- Conversely, the New York Times web portal has less than 8% advertising. However, these ads remain blacklisted by AdBlock Plus.
- Furthermore, the American media which refuses to pay the publisher of Adblock Plus clearly separates advertisements from journalistic articles.
The Adblock Plus business model is based on user groups. They can add ads that they consider tolerable. Although not representative, this collaborative sampling would determine the fate of each site and its advertisements. The blocking program excludes technical criteria such as suitable targeting, a favorable context or the duration of display of commercial offers.
Various maneuvers against Adblock Plus
The ad blocking market is currently controlled by Adblock Plus, but this is changing. Indeed, other challengers have appeared. Secret Media poses a real threat to Eyeo. This program displays ads for selected publishers. Users who give their consent will be able to see them. This system prevents many sites from switching to an advertising-free, but paid, mode. For its part, Adblock Plus still forces advertisers to design advertisements that are difficult to recognize as such. This can be considered a serious attack on freedom of expression.
Publishers realize that it is important to respect the choice of Internet users. These consumers are therefore entitled to a real explanation of the merits of the advertising pages. Their authors demonstrate good manners by detailing the reasons for these offers. They tell visitors that these ads allow them to continue publishing content. When it comes to the management of private data, customers also benefit from total transparency. The publishers clearly explain without argument that they take certain information. However, AdBlock Plus can block all these lightening campaigns. Now that you know everything, what do you think? Should you install it on your PC or not?
