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You may soon be able to pick and choose the online ads you see

If you’re an average web user, chances are you’ve never heard of the ad exchange Rubicon Project — even though you likely interact with its services every day.
The company places automated ads across more than a million websites and 20,000 mobile apps, but until now, its business dealings have — like most platforms of its kind — mostly been relegated to back-end work with its advertiser clients.
SEE ALSO: Ad blocking usage is up more than 10 percent from last year
But as the growing popularity of ad blockers signals that consumers are fed up with the status quo in online advertising,

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