And the Ad-network rearchetechture is probably already built. The way all of these adblockers are typically implemented is an IP/DNS Name black list where the requests to those locations are stopped short. There is a super simple solution though, those who want to leverage ads for revenue can just bundle the advertising material into the content of the page rather than including the ads via third party ajax calls. Sure perhaps you could then play another iteration of cat and mouse by trying to tease out ads from NLP or with some sort of visual hashing, but at the end of the day, that is a much more difficult technical challenge than blocking ajax calls or bundling content.
Apparently the reason they're loaded separately in the first place is fraud detection. Bundling it into the page provides no easy way of independently verifying impressions.
That makes some sense. So if I understand the logic, loading the resource (perhaps executing some js) = verified impression. Its interesting because it seems like you could come up with some sort of phone home to the original contents domain to validate the ad loaded as well. So it sounds like the real innovation here is going to be figuring out a way to validate impressions through the content sites. It doesn't seem much more difficult than going to the independent directly but can't say I have a super obvious solution in hand. With that said, I can think of at least a few ways it could be done and in fact might have some interesting incentive changes for that industry. Seems like a big opportunity.
Theoretically, you could shift the responsibility of displaying ads and tracking users to the publishers, with requirements to publish back to the ad networks granular information about every impression. The ad networks could then check for cheating by randomly accessing the publishing website to make sure all the requests are reported back by the publishers.
Right, its basically just inserting the publisher as a man in the middle and coming up with a decent enough validation scheme. And I don't think the current system is perfect, so the bar not be any higher - seems like right now its easy to fake impressions with scrapers/virtual devices etc.
Indeed, there are many things that could be improved about the current system. I am personally hoping that the uptake in ad blocking software will lead publishers to diversify their revenue streams and find better ways to monetize their content. Companies like Blendle are making great progress in that direction and I hope we will see more innovation in that space.
This inversion seems likely to be the way it goes. Networks buying content (TV model), rather than publishers buying ads (newspaper model).
People keep trying to start paid-for publishing networks. Maybe Netflix will start reaching out to prominent youtubers and take them on as series? Maybe Reddit should find a way of giving "gold" to the link target of a post as well as just commentators?
The Facebook Instant Articles thing is in a good position for this. Move content to special-purpose browsers controlled by the company serving the ads.
Indeed, I'm surprised that people never mention this. Google probably has been working on this for a while now. Just bundle the ad and the video in the same stream and check timing to see if the ad has been watched or clicked on, same could be done for text ads, just serve them from the same ip as regular results, at least on mobile native apps. They're probably not pushing it for now as adblocking is not yet that much of a problem on their bottom line and they don't want to give hackers the time to work around these anti-adblocking techniques.
While in theory it is possible, in practice making it work smoothly over hundreds of content generation platforms and design templates would be much harder and marginal costs of adding ads to your site would increase significantly. It won't be "insert that piece of HTML code into your site" anymore.
That would probably get some regulators' attention pretty soon. And would create some serious reputation problems for those who have it - it's one thing reading WaPo article, another reading WaPo article where each paragraph could be an ad insert instead.
