Italian organised crime started with men ‘offering’ to protect the olive groves of Sicily from the roving gangs of people who ‘might’ burn them down at any point. It was a slightly one sided offer in that they had little choice as to whether accept that or not. As I have been reading and listening to publishers I have started to see some parallels with the Adblocking industry, especially as you delve into the commercial relations behind the scene.
As a publisher, under so many different pressures, probably the last thing you were planning for was a slick salesman roll up and make you an offer you could not refuse. Pay us some money and we can make this ‘adblocking thing’ go away or if you don’t give us a cut, we are going to let the adblock software loose on your site. Of course the publishers are not the only ones being shafted. The customer who signed up to the software may be surprised to find that he or she is seeing Ads again because the publisher paid the protection racket.What you need is a saviour of course and so enter stage left the guys that come and offer the publisher an option to block the blockers. Now of course they are not quite out of the Superman annuals as you have to pay them as well but I guess its better than not getting any ad revenues and they are working to some extent in their interests.
Overall the whole landscape is very messy, very challenging and right now seems to be a little too much like the Sicilian olive groves of yesteryear.