When every ad dollar counts, digital publishers that chose not to monetize their adblock audience with adblock recovery solutions lose out on thousands of dollars every month
In 2015, we were introduced to the first browser extension which has gone on to build a cottage industry challenging the assumptions of the internet’s ad-sponsored model. While “the sky is falling” sentiments have dissipated since then, adblocking is still costing publishing millions and millions of dollars every month.
Indundated with pitches from vendors, who can publishers trust?
Early this year, Marty sat down with PubExec to talk about the magnitude of the adblocking problem for publishers and the revenue recovery opportunities that arise.
What we’ve learned this Week
Apple is driving home the user privacy message, while Facebook continues to feel the wrath of advertisers. Advertisers and publishers strategize as Google moves to first-price auction. Here are our findings:
PageFair Adblock Analytics vs. Google Analytics: Why PageFair’s Adblock Analytics is Better Than a Google Analytics Hack for measuring the Impact of Adblock on Your revenue
The fallout from the latest round of media layoffs -- this time, it’s Buzzfeed, HuffPost (Verizon) and Vice -- has people asking some hard questions about the future of publishing.
How does such a brutal market shape the future of “contributed” vs. staff-created content? What does it mean for programmatic and data-driven ad strategies? Or even for the state of democracy in America (and around the world) overall?
All good questions, but I’ve been thinking about one that’s a little less lofty and more down to earth: In a market where even the smallest quarterly revenue gap can cost a reporter, or an ad ops manager, or an account executive their job, why would any publisher leave hundreds of thousands of dollars worth of revenue on the table?
What’s worse than showing consumers ads that they don’t want to see? Writing those consumers off entirely and assuming they’re part of a large and ever-growing class of “unmarketables,” rather than understanding the nuances associated with adblocking behavior.
In an effort to keep our publishing friends in the loop with the most relevant and interesting news, we have pulled together a weekly roundup of articles worth paying attention to. We are calling this Pub Talk and we welcome your feedback!
Week of 12/10/18
Editorial teams may be shrinking, but marketplace complexity means media-savvy product managers are in high demand. How header bidding is crushing ad tech middle men. HTC’s new blockchain-powered phone will launch with an ablocking-supported browser. Here are some of the things we learned about the digital publishing business this week.
Read our publisher quick reference guide to learn how to best leverage adblock recovery tools.
The adblocking problem is costing billions of dollars so recovering this revenue lost to adblock has become table stakes for today’s publisher.
To help publishers choose the right solution to recover revenue lost to adblock, we’ve put together a guide highlighting what drives users to install adblock and the pros & cons of current revenue recovery solutions.
12 Billion Reasons Why Adblock Revenue Recovery has become “table stakes” in the modern publisher stack
With the continued growth of adblockers in some regions and persistent rates upwards of 30% in others, publishers should ensure revenue recovery tools are embedded in their stacks.
|US Publishers: Revenue Losses Increase With Growth in Adblock Users (Figures in millions)|
As the use of adblockers increased sharply in recent years, the ad tech industry responded with a slew of adblock recovery solutions (adblock recovery, messaging and alternative compensation).
In this post, we will dive into the four characteristics of a great adblock revenue recovery solution to help you choose the right one for your business so you can continue to maximize the value of your audience. You can get an in-depth understanding of each solution by checking out our Definitive Guide to solving the adblock revenue loss problem.
1) Revenue Recovered
To judge the efficacy of an ad recovery solution, assessing the revenue returned is a huge factor. With the increased use of adblockers and loss in revenue from brands shifting spending to tech giants like Google and Facebook, the ad-supported model is under siege. The cumulative effect makes it challenging for independent publishers to remain profitable in the long run.
Ultimately, if you can recapture a large percentage of the ~25-30% (~US adblock rate) revenue lost while delivering an acceptable ad experience to end users, you are positioned better to prosper.
Get an instant estimate of your adblock revenue recovery potential.
As adblock usage continues to gain in popularity, ad revenue reductions follow. Accordingly, monetizing the blocked web remains a high priority for publishers.
That's why we've created the Blockthrough Adblock Revenue Recovery Calculator that'll give you an instant estimate of how much Blockthrough could recover for you.
We overview the methods available for adblock revenue recovery and the pros and cons of each.
Category 1: Adblock recovery:
These solutions provide ads to those using adblockers. The similarities end there. Some of these providers deliver a heavy and bloated ‘circumvention’ experience. Playing cat-and-mouse with adblockers, makes it progressively difficult for publishers to stay on top. As you can imagine, publishers are left with an unstable solution and a heavy and slow experience for the end user. Others (like Blockthrough 😉) offer a lightweight ad experience that is un-interruptive.
Part 1: An overview of adblock revenue loss estimates and user rationale
When discussing an issue as contentious and divisive as adblock, it’s always better to look dispassionately (if possible) at the data. So first let’s look at the data regarding the impact to publishers:
Last month, our CEO & Co-Founder Martin Krátký-Katz shared his thoughts on Google’s recent announcement regarding Chrome's new anti-adblocking initiatives.
I’ve spent the last two years fighting in the ad-block trenches, so I’ve gotten lots of questions about Google’s recent announcement that new Chrome ad blocking options are on the way and what that means for publishers, ad blocking, and the industry as a whole.
Before we get into that, though, let’s go over the key points of Google’s announcement:
1. Ad blocking/ad filtering feature built into Chrome. This is getting a lot of coverage because it sounds controversial to say Google is building an ad blocker, but the concern is largely overblown.
When it comes to adblocking, there are a lot of misconceptions floating around. It’s time to dispel some myths and share some interesting facts that may surprise you.
Ad block technology and anti-ad block technology...
Here is a great article from techcrunch about how Facebook has managed to increase their ad revenue by leveraging their anti- adblock technology. We think this trend will continue across more publishers in the months and years to come. Stay tuned to this blog with the latest on all things adblock and adblock recovery.
If you are interested in seeing a demo of our platform that recovers 70%+ of your revenue lost from ad blocking, click below to schedule a demo! We look forward to chatting.
Interesting to see that more than 25% of Internet users in the UK are using an ad blocker and the trend is showing no signs of slowing down. Here's an interesting report from e-marketer about the subject.
Most cited reasons for installing ad block tools are saving on data costs (most ads come with a series of scripts that consume a lot fo data) and to reduce the amount of private data being shared with unknown parties. Many in the EU believe that GDPR will solve for much of this.
Accordingly, we are obviously hearing quite a bit of interest here in North America and in Europe for adblock revenue recovery and adblock technologies. Drop us a line if you want to see a demo of the Blockthrough adblock revenue recovery platform.
The ad blocking problem is gaining momentum globally.
Another great article from e-marketer - the adblocking trend increased significantly in 2015...
While the growing use of ad blockers is obviously a significant problem for publishers - the reasons for growing adoption are nothing new. Ads consume a lot of data and much private date is shared in the advertiser -> publisher -> user supply chain.
While this is bad news for publishers (and they don't have enough bad news already with the threat of the platforms?), there are a group of companies solving these problems for publishers in a variety of ways. If you are interested in seeing how Blockthough can recover 70% + of your revenue lost from ad blockers, schedule a demo below. We look forward to hearing from you!