Ad blocker Shine rebrands as Rainbow to get closer to marketers
Israeli ad blocker start-up Shine has rebranded as Rainbow and has launched what it calls a "co-marketed solution" aimed at consumers. The firm stopped selling mobile carriers network-level blocking services six months ago. It now offers advertisers the chance to run surveys for up to 10 million users globally on a panel programme, while ad performance is tracked, based on industry guidelines. Although running the surveys is free, advertisers pay to receive their results. Interactive Advertising Bureau UK’s director of data and industry programmes, Steve Chester, said: "We’re pleased Shine has moved away from ad blocking and is committing to working to develop better ad standards."
Only one year ago, Shine CMO Roi Carthy candidly called out execs from Yahoo, Google and AOL during a Mobile World Congress panel about ad blocking, comparing digital advertising techniques to “military-grade tracking.”

Times have apparently changed for the Israel-based startup, or at least the company hopes so in terms of its relationship with the advertising community. Today, Shine is renaming and branding itself Rainbow to reflect its evolution from an ad blocker to what the company calls a “co-marketed solution” aimed at consumers.

Rainbow