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Ad blocker-busting widget for web publishers can hide fast forward controls from consumers

An ad tech firm has launched new technology for publishers that it claims can beat ad blockers and hide fast-forward functions to make it more difficult for consumers to avoid watching online video ads.

The ad insertion widget, called Once and made by Brightcove, also enables short of long-form ads to be placed halfway through the playing of a video – like a traditional TV ad break.

A press release from Brightcove said that the technology “eliminates ad-blockers and hides fast-forward capabilities, minimising the chance of impatient users missing advertisements and increasing revenue opportunities for customers.”

The company has also launched a new tool for managing video, called Brightcove Perform, that it claims is the fastest video player in the industry.

“Our goal is to enable our media customers to maximise reach and monetisation while providing the best possible user experience to their viewers,” said Anil Jain, SVP and MD, media group, at Brightcove.

“Integrating the core offerings of Once, the Brightcove player, and our newest product, Perform, will increase the opportunity to make video on the web and across mobile devices more profitable for publishers and more seamless for viewers.”

The new technology comes out a few months after creative luminary Dave Droga, the founder of ad agency Droga5, likened ad blockers to restraining orders for criminals. He also said that the need for the technology showed that consumers regard advertising as invasive.

“Bring on ad blockers,” he said at the Cannes Lions advertising festival. He also hit out at pre-roll advertising on video sites such as YouTube. “It makes me so sad. It just means that we’re nothing more than an annoyance.”

Droga said the industry needed to get better at producing inspiring work that people find entertaining and useful.

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