The Blockthrough Blog

Infographic: Could an extra $690K a year keep publishers from cutting jobs?

By Marty Kratky-Katz on Feb 20, 2019 11:50:00 AM

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?

Topics: publishers blockthrough adblock recovery adblocking adblock users

Adblock Users Aren’t All the Same - So Stop Treating Them as if They Are

By Marty Kratky-Katz on Feb 8, 2019 7:30:00 AM

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.

Topics: publishers blockthrough adblock recovery adblocking adblock users

Meet with Blockthrough at IAB Annual Leadership Meeting 2019

By Alicia Chin on Feb 5, 2019 10:30:00 AM

Come chat with us at IAB ALM 2019. The annual standard for brands, tech vendors, and publishers is back!

Topics: adblock recovery adblock technology blockthrough

Two Publisher Monetization Trends to Watch in 2019

By The Blockthrough Team on Jan 24, 2019 7:00:00 AM

Here is a synopsis of two key trends that will shape publisher monetization over the next 12 months (including some context from industry trades like Digiday, Adexchanger and Exchangewire).

Topics: publishers blockthrough

Introducing Pub Talk: Ad News for Publishers

By The Blockthrough Team on Dec 18, 2018 7:30:00 AM

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.

Topics: revenue recovery adblock recovery adblock revenue loss adblock revenue recovery publishers blockthrough

[Free Download]: How to recover revenue lost to adblock

By Marty Kratky-Katz on Dec 11, 2018 7:00:00 AM

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.

Topics: revenue recovery adblock recovery adblock revenue loss adblock revenue recovery publishers blockthrough

Blockthrough Acquires PageFair

By Marty Kratky-Katz on Nov 15, 2018 4:00:00 AM

The combination of Blockthrough and PageFair creates the industry’s most comprehensive adblock revenue recovery and analytics platform.

Topics: blockthrough ad recovery adblock revenue recovery

12 Billion Reasons Why Adblock Revenue Recovery has become “table stakes” in the modern publisher stack

By Marty Kratky-Katz on Oct 23, 2018 7:30:00 AM

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)

Topics: ad recovery revenue recovery adblock recovery adblock revenue loss adblock revenue recovery publishers blockthrough

Four Qualities of A Great Adblock Revenue Recovery Solution

By Alicia Chin on Oct 18, 2018 7:30:00 AM

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.

Topics: ad recovery revenue recovery adblock recovery adblock revenue loss adblock revenue recovery publishers blockthrough

Meet with Blockthrough in person this week at Programmatic I/O NYC

By Alicia Chin on Oct 12, 2018 3:32:16 PM

Come see Blockthrough's revenue recovery solution at Programmatic I/O NYC 2018

Topics: adblock recovery adblock technology blockthrough

Meet with Blockthrough in person this week...

By Marty Kratky-Katz on Oct 2, 2018 8:18:43 AM

Come see Blockthrough's revenue recovery solution at the Dig Publishing event in Lisbon and FUSE: The Convergence of Technology & Media

Topics: adblock recovery adblock technology blockthrough

What’s New: Adblock Revenue Recovery Calculator

By Marty Kratky-Katz on Sep 25, 2018 9:30:00 AM

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.

Topics: ad recovery revenue recovery adblock revenue recovery adblock recovery adblock revenue loss

The Definitive Guide: Solving the Adblock revenue loss problem (Pt. 2)

By Marty Kratky-Katz on Sep 14, 2018 8:24:00 AM

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.

Topics: ad recovery revenue recovery adblock recovery adblock revenue loss adblock revenue recovery

The Definitive Guide: Solving the Adblock revenue loss problem

By Marty Kratky-Katz on Sep 12, 2018 7:39:00 AM

Part 1: An overview of adblock revenue loss estimates and user rationale

Industry Impact:
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:

Topics: ad recovery revenue recovery adblock revenue recovery adblock recovery adblock revenue loss

Adblock mixed with GDPR: The Poisonous Publisher Cocktail

By Marty Kratky-Katz on Jul 24, 2018 8:22:00 AM

How ignoring adblock revenue loss strengthens the platforms and weakens publisher control

Topics: ad recovery adblocking revenue recovery adblock

GDPR, adblock, ads.txt…There’s no time like the present for revenue recovery initiatives

By Marty Kratky-Katz on Jul 10, 2018 8:40:00 AM

Topics: ad recovery ad reinsertion adblocking adblock technology revenue recovery adblock recovery

Google’s Chrome plans will impact publishers, ad blockers, and the web

By Marty Kratky-Katz on Jul 26, 2017 2:58:53 PM

Last month, our CEO & Co-Founder Martin Krátký-Katz shared his thoughts on Google’s recent announcement regarding Chrome's new anti-adblocking initiatives.

You can read the articles as published on VentureBeat and Media Post.

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.

Topics: ad blockers publishers adblocking

Top 10 Things You Should (but probably didn’t) Know About Adblocking

By Marty Kratky-Katz on Feb 1, 2017 3:33:56 PM

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.

Topics: adblocking ad blockers

Facebook increases revenue using anti adblock technology

By Marty Kratky-Katz on Nov 3, 2016 1:19:37 PM

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.

Topics: adblocking ad blockers adblock technology

US Ad Blocking to Jump by Double Digits This Year

By Marty Kratky-Katz on Sep 29, 2016 8:16:57 AM

Ad blocking recovery solutions coming just in time...

Topics: adblocking ad blocking

Ad Blocking becomes mainstream in the UK

By Marty Kratky-Katz on Apr 22, 2016 8:20:00 AM

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.

Topics: adblock technology ad blocking ad blockers

Ad Blocking Is a Growing Problem for Publishers, emarketer

By Marty Kratky-Katz on Mar 4, 2016 8:19:00 AM

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!

Topics: adblocking publishers ad blocking

IAB Believes Ad Blocking Is Wrong

By Marty Kratky-Katz on Jan 26, 2016 8:14:00 AM

The IAB chimes in on Ad Blocking...

This is a great article from the IAB on adblocking - we have placed it in its entirety here for your convenience. you can also view it on the IAB site.

Topics: adblocking ad blockers ad blocking

The Blockthrough Blog

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.

Come chat with us at IAB ALM 2019. The annual standard for brands, tech vendors, and publishers is back!

Here is a synopsis of two key trends that will shape publisher monetization over the next 12 months (including some context from industry trades like Digiday, Adexchanger and Exchangewire).

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!

Read our publisher quick reference guide to learn how to best leverage adblock recovery tools.

The combination of Blockthrough and PageFair creates the industry’s most comprehensive adblock revenue recovery and analytics platform.

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.

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).

1) Revenue Recovered

Come see Blockthrough's revenue recovery solution at Programmatic I/O NYC 2018

Come see Blockthrough's revenue recovery solution at the Dig Publishing event in Lisbon and FUSE: The Convergence of Technology & Media

Get an instant estimate of your adblock revenue recovery potential.

We overview the methods available for adblock revenue recovery and the pros and cons of each.

Category 1: Adblock recovery:

Part 1: An overview of adblock revenue loss estimates and user rationale

How ignoring adblock revenue loss strengthens the platforms and weakens publisher control

Ad block technology and anti-ad block technology...

Ad blocking recovery solutions coming just in time...

The ad blocking problem is gaining momentum globally.

The IAB chimes in on Ad Blocking...

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