Misha Mikhailian

So like,

Our vision is to give users complete control over their ad space because people on the internet right now are just basically crying foul on advertising.

And it's showing because of the rise in ad blockers.

So at Google, at their last shareholder meeting, Larry Page basically said verbatim that the reason ad blockers are taking off so much is because we're serving them annoying ads as an industry.

And, you know, somebody needs to figure out a better way to, like, serve good ads for those people.

And Google has lost $6.7 billion to ad blockers in the last trailing 12 months.

So what we're going to do is build a better way to monetize ad blockers.

So basically… The AdWords of the ad blocking world.

Yeah, along those lines, except that the users will actually be able to control the filters.

Yeah, so we're going to build the network and the functionality for users to actually control their ad filters.

So at a certain point, ad blockers monetize by letting through a specific part of the industry, the inventory.

It's kind of like a dirty little secret of the ad blocking industry that a lot of people don't realize.

They just think that their ad blocker is missing 10% of the ads.

But in actuality, that ad blocker let through 10% of the ads to pay their bills.

Because big ad block companies like Adblock Plus, these guys have over 50 employees.

They're a huge company.

They need to pay their engineering staff.

Yeah, so all that's confidential at the moment.

We're still pre-launch.

We're launching in September.