- Media company engage:BDR (EN1) has entered a partnership with the Acceptable Ads Exchange (AAX)
- AAX is affiliated with AdBlock Plus, one of the most popular (but most controversial) ad-blocking solutions in the world
- Through the partnership, engage:BDR will be able to show ads to users blocking or filtering ads through AdBlock Plus
- The company’s integration is currently being tested, and should be fully live and producing revenue early next week
- engage:BDR is up 25 per cent and trading at 0.5 cents per share
Media company engage:BDR (EN1) has entered a partnership with the Acceptable Ads Exchange (AAX).
AAX’s parent company is Eyeo, a German software business that developed AdBlock Plus (ABP). ABP is an open-source browser extension that filters content and blocks advertisements from certain websites.
It is one of the most popular ad-blocking solutions in the world, having been released for Mozilla Firefox, Google Chrome, Internet Explorer, Microsoft Edge, Safari, Android, and other well-known web browsers.
However, AdBlock Plus has repeatedly come under fire for its controversial development of an Acceptable Ads initiative. The premise of the Acceptable Ads program is to allow certain “non-intrusive ads” to escape being blocked by the ABP extension.
ABP and AAX claim that this allows the extension’s users to filter out most advertisements whilst maintaining a positive user experience through the presence of acceptable ads. Which ads are deemed acceptable is determined by standards set by The Acceptable Ads Committee.
In order to have their ads whitelisted as acceptable, large institutions, including advertising and media companies, have to pay ABP a fee. Some have characterised this as a kind of extortion that allows ABP to decide which content they will or won’t block users from seeing.
Through its partnership with AAX, engage:BDR will be allowed to show ads to users who are blocking or filtering ads through ABP.
The integration of engage:BDR is currently being tested and is expected to be fully live and producing recurring revenue by early next week.
engage:BDR is up 25 per cent, trading at 0.5 cents per share at 11:11 am AEDT.