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More and more users are getting smarter and blocking all the ads.
Ad blocking usage 'not growing', says report
Ad blocker Shine rebrands as ad platform
Under the new system, ad agencies will send their adverts to the Rainbow platform to be verified. The service will be free to both publishers and consumers and it will not charge advertisers to validate its ads.
It expects to make money from an insights and analytics product based on the data produced that can be sold on to advertisers.