"Scaling ad-filtering tech for almost a quarter billion users (and counting)"
"Scaling ad-filtering tech for almost a quarter billion users (and counting)"
08 - 6:30 AM EDT/New York (See in local time)
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05//2026 6:30 AM
05//2026 06:50 AM
America/New_York
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"Scaling ad-filtering tech for almost a quarter billion users (and counting)"
#WTGC2026
"Scaling ad-filtering tech for almost a quarter billion users (and counting)"
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"Scaling ad-filtering tech for almost a quarter billion users (and counting)"
"Scaling ad-filtering tech for almost a quarter billion users (and counting)"
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Session: Scaling ad-filtering tech for almost a quarter billion users (and counting)
When looking at ad blocking from a business perspective, there are different angles on how to derive a business model from the users’ right to block ads. Subscription models are one common option to ensure the developer’s fridge is filled and rent is paid. In my talk, I want to share some insights on the most successful monetization approach: Acceptable Ads.With almost a quarter billion users worldwide, on desktop and mobile, this business model ensures a fair value exchange on the internet - safeguarding the users’ right to block intrusive ads, while at the same time providing publishers the means to fund good content by enabling them to show Acceptable Ads to their users.
In 2021, we celebrated 10 years of Acceptable Ads at eyeo - sufficient reason to start sharing more insights into the success of this business model. But business lingo aside, in my talk I want to share from a technical perspective how the concept of “ad filtering” works at scale.
I will take you on a tour through the “engine room”, explaining the IT infrastructure, software, data and distribution of ad-filtering technology. Then, looking forward to the next 10 years, I want to share some thoughts on current and future challenges and opportunities for ad-filtering technology in a business context.
Key Takeaways
- Insight into the IT infrastructure, software, data and distribution of ad-filtering technology
- The future challenges and opportunities for ad-filtering technology in a business context
Bio
Jutta: As a computer science graduate with over 20 years of experience in the IT sector, Jutta founded her own software development company and grew it over a decade. She then moved into IT consultancy and organizational transformation, bringing this experience to eyeo in 2017. Today, Jutta co-leads eyeo as one of its two Managing Directors and holds the role of COO. In organizational development, she aims for excellence in execution, based on high-performing, self-organizing agile teams. Her technological focus centers on exploring what ad filtering can and will be in the future as it moves from desktop to mobile and beyond. She is also dedicated to ensuring a welcoming, friendly and inspiring environment across the company, where diversity is appreciated and people feel valued, further cementing the strong sense of culture at eyeo.2nd speaker Gertrud: Gertrud Kolb is the Chief Technical and Product Officer at eyeo. In this role, she will be leading all tech and product directions within the organization and support eyeo’s mission in creating a fair value exchange in the online ecosystem for users, advertisers and publishers.
Gertrud has been working in the IT solutions and digital news world for over 18 years in various tech and project management roles. She was previously the Director Engineering BILD & Welt Web at Axel Springer and brings years of expertise in product development as well as establishing technical organizations with performant and motivated tech. Some of Gertrud’s interests include the effects of digitalization and the evolution of the internet.
