J. Walter Thompson’s Jay Morgan joins adblocker’s committee to determine ‘acceptable’ digital ads
The parent company of adblocker Adblock Plus has named eight committee members of its independent Acceptable Ads Committee which will take control over the ad blocker’s Acceptable Ads criteria and whitelisting rules.
The committee members – which includes J. Walter Thompson group digital creative director Jay Morgan – will decide which ads will be seen by consumers who have elected to see “whitelisted” ads even when employing an adblocker. The whitelisting of ads is important for publishers reliant on advertising revenues.
For AdBlock Plus’ parent company Eyeo to whitelist an ad currently, it must meet three general criteria around placement, distinction and size.
The Acceptable Ads Committee will have oversight over the criteria that ads must meet in order to be ruled as acceptable with the committee also responsible for the rules of whitelisting that Adblock Plus, AdBlock, Adblock Browser and Crystal all abide by to offer users the ability to block unwanted ads while allowing through better, more respectful ones for those users who choose to view ads.
Morgan is joined on the committee by seven other members including representatives of Dell, Rocket Fuel Inc, M&C Saatchi Mobile, Conde Nast, Bloor Research International, UC Web and Fight for the Future.
He is the only Australian on the committee and takes one of three seats forming the “expert coalition” alongside Bloor Research International and UC Web, maker of UC Browser which is a subsidiary of Alibaba.
Jay Morgan to examine adblocker whitelisting criteria
Morgan joined J. Walter Thompson Worldwide as group digital creative director in May 2015 after nearly three years as digital creative director with Havas Worldwide. He has also worked at Amnesia Razorfish.
J. Walter Thompson’s clients include Vodafone, Kellogg’s, Johnson & Johnson, Transport for NSW, Dove and Schick.
In May last year AdBlock Plus announced it had reached 100m users worldwide.
Eyeo currently considers the following as not an acceptable ad:
- Ads that visibly load new ads if the Primary Content does not change
- Ads with excessive or non user-initiated hover effects
- Animated ads
- Autoplay-sound or video ads
- Expanding ads
- Generally oversized image ads
- Interstitial page ads
- Overlay ads
- Overlay in-video ads
- Pop-ups
- Pop-unders
- Pre-roll video ads
- Rich media ads (e.g. Flash ads, Shockwave ads, etc.)
The application process for joining the AAC is still ongoing and continuous. Interested parties should apply here.
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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There is a typo, it says “Morgan joined J.Walter Worlwide” missing letter “D” on the word worldwide. :p One of the major flaws of publishing digital article is…no one really seriously proof reads!
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Hi Joanie,
Thanks for pointing this out. We have corrected this typo.
Vivienne – Mumbrella
Joanie, you’re not suggesting that print media never has typo’s ?
Errrr…!
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