Mobile advertising blocker Shine has announced a full rebranding. The Israel-based startup is renaming itself Rainbow to echo a transition to a more advertising-friendly solutions provider. Rainbow no longer makes ad blockers – instead, it will work on ‘co-marketed solutions’ together with advertisers.
Perhaps driven by mobile carrier Three pulling out of network-wide ad blocking back in November 2016, Rainbow wants to continue to work with mobile carriers. However, it won’t be providing network-level ad blocking services.
As part of its new strategy, Rainbow can be implemented as an ad verification layer, hosted by network partners. This, it hopes, will enforce improved advertising standards. Carriers can also set up surveys with consumers to find out how adverts are performing according to industry guidelines such as the Interactive Advertising Bureau’s LEAN initiative or the Media Rating Council guidelines.
James Collier, CRO, Rainbow, told AdAge:
“Our verification engine deterministically passes ads based upon industry-agreed parameters from the upcoming IAB [or] coalition standards. We have been consulting with the IAB over a number of months. We are also working with many of their members in order to bring this to market.”
Viewability and attribution measures are being auto-tracked to ensure advertising clients are targeting the right audiences.
And advertisers can submit their creative to be verified free of charge. Rainbow then provides network statistics for a charge to them. Publishers can add data-targeting services in order to boost their advertising campaigns.
Mobile users will have to opt-in to see Rainbow-verified ads. That also means they will agree to sharing their data with Rainbow. And the company hopes it can then sell such data to social media companies such as Facebook.
“Facebook buys tonnes of data – from everyone. As are other social networking apps seeking to do so too.”
Though Rainbow claimed to be working with the top three global agency group, it’s not clear who they are referring to.
The company will be launching its rebrand ahead of the MWC in Barcelona this week.