Active Agent, tisoomi and Yieldlab make adblocker traffic programmatically bookable

Tisoomi is expanding its technological collaboration with the adtech companies of the virtual minds group. Following the development of a joint technical solution for campaign optimisation of adblocker traffic with ADITION technologies, Active Agent, tisoomi and Yieldlab are now making adblock traffic programmatically bookable.

Adblocker traffic is valuable and is now one of the best-performing audience segments in many campaigns. This is also because users with an activated adblocker have the same level of ad acceptance as users who do not have one installed, as an independent study by the Hamburg Media School and the University of Florida shows. Until now, however, it was not possible to integrate adblocker traffic into the programmatic booking methodology of the buying side due to technical restrictions – the relevant target groups had to be made available via insertion order (I/O) in the managed service, a booking mode that is being used less and less by media agencies.

With this in mind, the multichannel demand-side platform Active Agent, the anti-adblocker service provider tisoomi and the premium publisher supply-side platform Yieldlab have now created a sustainable end-to-end programmatic route for booking adblocker traffic. From now on, advertising companies and their media agencies can automatically access high-quality campaign contacts and media placements that tisoomi makes exclusively available to them via Yieldlab as part of private deals via Active Agent. Publishers such as Scout24, Computerbild and kicker are already integrated into the service at the launch. The circle of connected online platforms is to be continuously expanded in the coming months.

“AdBlocker traffic is much more than a niche placement and a good media plan can hardly be imagined without it. The programmatic access to this valuable traffic that is now available makes it easier for media planners to reach their target groups in the best possible way,” says Yildirim Balci, Managing Director of tisoomi.

“The possibility of automated purchasing of high-quality adblocker traffic fits perfectly with Active Agent’s aim of providing media agencies and advertising companies with continuous competitive advantages through value-oriented purchasing of a wide variety of inventories from a single platform,” explains Thomas Weitzer, COO of Active Agent.