Welcome to the know I’m Ashley Jenkins And I am Gus Sorola Adblocker Plus, the most popular adblocker on the web just put a brand new program in the beta that gives you more of what you always wanted Ads. Well, they can’t add more blocking, right? Unless they add more ads. Ashley: Right. The new version of Adblocker Plus’s acceptable ads
program will get rid of the ads you hate seeing on all your favorite content and will
instead replace them with ads served by Adblocker Plus themselves which they
will then collect revenue from. Wow. – So generous.
– Bold new direction. This move is proving to be just a
little bit controversial. Ad blockers in general are already controversial enough
for interrupting the business model that content creators rely on but now Adblocker Plus
is not only blocking that business model they’re taking the money directly for
themselves without any agreement with content creators which some would call, I
don’t know, stealing maybe? I would call it stealing. Look, before we get too much further
into this, we can’t even pretend to be unbiased in this case because ad blockers
– We really can’t. It affects every content creator who wants to make a living
outside of a paywall so we’ll try to cover each side of the issue here but you
should know in advance where we stand and I’m I’m not gonna try to cover the other
side of the issue. We’re gonna-
– I hope you cover the other side. Well, we’ll, we’ll do our best to at least
like acknowledge points but just so you know the sarcasm meter is gonna
be turned to ten. Before you get too salty about the delicious irony of
Adblocker Plus needing to serve ads to make money, let’s give a little primer
about how ad revenue works for those who maybe don’t know.
– I want to see like dollar bills
falling down the screen here. That’s how it works. All these dollar bills. It’s just like-
– Money everywhere. It all starts with your eyeballs which
are worth a whole lot of money to all the companies out there
trying to sell stuff. Well, I mean, it’s not your eyeball
specifically that are worth a lot of money. it’s an entire audience’s collective eyeballs.
– Takes a lot of eyeballs. And the wallet that they’re connected to.
– Anyone who is creating something people want to read or watch or listen to on the
Internet has two basic options if they want to be able to pay bills and eat food,
which most people do. They can either charge people for it or they can provide it for free.
– But as we all know nothing is really free so if the Creator isn’t
selling their content to you, they’re selling you, or your eyeball specifically,
to people who are willing to pay to put their products or services in front of a big audience.
– And sometimes your ears. Sometimes your ears. And the way they do that is with
ads. The more eyeballs on the ad, the more money the content creator gets.
– That unspoken contract is what allows anybody to provide content without charging for it. Contrary to popular opinion, businesses
exist to make money. Creators can’t spend all their time creating content if they
have to go get a job and work full time because the content can’t support them.
– Many of those advertisers want to be sure their ads are seen even if it means
interrupting content or downright overshadowing it, which has led to some
obnoxious practices on the web. As a result, other companies began creating a
service that put a stop to those intrusive ads and those services are called ad blockers.
– There are, there really are
some annoying ads out there. So there are some valid points
in the pro-ad blocking camp which we’ll dig into a little bit later, but mostly the annoyance factor but ad blockers have
become controversial because they interfere with the business model that
allows content creators to provide their content free of charge. So not only are
you getting content for free, it’s also stopping the flow of money into a
creator’s pocket and potentially putting them out of business.
– Which brings us back to the most popular of these ad blocking programs none other than Adblocker Plus, who is now proving that ads are what make the internet go around
because even they need to serve ads to make money. What, what- Where are we? What is this?
– This is the darkest timeline! According to Adblocker Plus, they’re acceptable ads
program will make for a better internet because it’s going to replace bad ads
with good ones. Good meaning the ads that Adblocker gets paid for. They know that
what you really wanted all along was their own ads when you downloaded it.
– This new rollout of acceptable ads initiative is an extension of the
program they’ve been running since 2011 where certain publisher’s ads were whitelisted if
they paid Adblocker Plus enough money and they met certain standards the company
defined as “not annoying”. They’re now increasing the program from a few
approved adds to an entire ad marketplace if publishers, that is
content creators, agree to the terms they can now use that marketplace to approve
ad blockers ads on their content. It’s essentially turning Adblocker Plus into
a new ad network and you have to give Adblocker Plus six percent of
the money made from those ads.
– It’s like you can’t make a deal with any other ad network.
– You have to use this network. Yes, exactly
– Or they’ll block it.
– Right. Of which, it bears repeating, is a need
that wouldn’t have existed if they hadn’t blocked the ads you already had on
your content in the first place. It’s like building a wall and making you
pay for it. That sounds strangely familiar.
– ABP thinks that creators should be thankful for this opportunity to get to display any ads
at all and give ABP some of the money that should have gone to the Creator in
the first place. About the new program, they said “ad blocking would have
happened with or without us. What we were able to do is try and reverse the
spread of 100-percent black-and-white ad blocking, blocking everything.” Thanks, guys.
They’re real generous. The thing that they popularized. It should also be noted
that any ads served by ABP will be much less relevant to the viewer as they’re part of a
pool meant for all of ABP’s network, plus they’ll probably be far less lucrative
in an ad or sponsorship that all is paid for by another advertiser specifically for that audience. Yeah, so we’re taking your money and
we’re allowing you to make some pennies back. Aren’t you grateful? Is kind of what that
sounds like. There’s also no way to extend this kind of a partnership to a
publisher as large as, say, Youtube for example to make sure that money gets
back to some of your favorite entertainers. Right now, the program seems
geared more towards blogs and other ecosystems that are managed by
individual entities where there’s no split out afterwards. Naturally, this new program is kicking
over the hornet’s nest all over again when it comes to ad blockers in general.
– Yes. So okay. On the pro ad blocker side, it’s creating all kinds of deliciously
ironic comments, like this one from Gizmodo, where one poster legitimately
asked, “Because at some point the people working on ABP would like to make some
money and if you’re not willing to support it by paying for it, they have to
make money somehow. If you have an idea for another way they could do so, they’re all ears I’d imagine.”
– Brilliant. Right? It’s like they’ve come up with an
entirely new business model. It’s genius and very, revolutionary.
– The people who make something want to get paid for it. Well, I mean that’s ok.
– Imagine that. But to be fair to people in that camp, there are a couple of legitimate concerns with the
way ads are served. For one the presence of malware in some advertising,
which is a big deal because of the rising rate of malvertising. One study
indicates it’s almost tripled in recent years. However, the researchers involved
in that study agree that ad blocking is simply a short-term solution not a permanent one. The problem isn’t so
much ads as it is bogus ad networks who aren’t as selective as they should be
and ABP is becoming an ad network itself thanks to this new program. So, really
the only thing that sets them apart from their claim is that they’ll try not to annoy you about it.
– Obviously there’s no cut-and-dry solution here. Ads need to
be better but creators also deserve to get paid for their hard work. Research shows that as of 2015,
there are nearly 200 million active ad block users and counting around the
globe now which have cost publishers, and that’s the actual content creators, as
much as 22 billion dollars per year. That’s lot of money. It’s really no surprise that
services like Patreon have become increasingly popular as things like ad
blocker have become more prevalent. Ads already rely on a massive impressions to
generate any kind of notable, sustainable revenue and when 200 million of those
possible impressions become worth zero dollars, creators are driven to a
subscription model to support themselves. Soon, everything is going to be moving
behind a paywall. That’s the direction it seems to be going. Yep and Rooster Teeth is lucky. We diversified our
revenue stream because ads on videos actually didn’t exist when Red vs Blue started. That’s why we do shirts, DVDs-
– Hey look! Shirts! Shirts! Rooster Teeth’s First subscription – Subscribe now-
Most creators aren’t that lucky. Ad revenue’s what supports most of their
efforts and it’s those smaller independent content creators that are hit the hardest.
– Yeah but hey, its a good thing Ablocker Plus is magnanimous enough to
give them back a little bit of their own money, right? At least until someone creates an
Adblocker Plus or Adblocker Plus’s ad blocker ++. Exactly what i was thinking,
right? It’s going to be the next tier where you can just give them money
directly to get out of the network, right? Probably yes.
– Then, I’m sure. And then the whole internet implodes. What do you guys think of Adblocker Plus now selling its
own ads, let us know in the comments. And for future news about content creation
and all things related to it like this video and subscribe to The Know and buy a shirt! We’re apparently not gonna get paid for
ads so please buy a shirt. Sign up for First.
– Wink. Yeah, Rooster Teeth’s First. It’s the shit.
We do The Patch post-show. You only get that if you’re a first member.