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