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Ad blocking, how publishers can get around it and keep their ad revenue high

Ad blocking in a nutshell 

Publishers are always looking to increase their ad revenue. Some sites bombard their users with so many ads that the users said enough! They were annoyed by all the intrusive ads, so Ad-tech companies saw this as an opportunity and started creating ad blocking apps. For the users this was amazing, however, publishers that were making a living writing content and publishing were starting to lose money. Naturally, this caused companies to start inventing ways to overcome ad blocking.

There are basically 2 ways to go about it. The first way is simply blocking the content until the user disables the ad blocking. If the user appreciates the site he would do it (can also white list it). This approach is good for returning users, however, most users are not. This approach is basically trying to change user behavior – not an easy thing to do!

The other approach basically says – let’s show them ads anyway. Companies seeing this as an amazing opportunity started developing tools to overcome ad blocking. This approach is also known as “ad recovery”

Here are 3 ad recovery companies:

Uponit:Uponit

Founded in 2015, Tel Aviv, by 5 cyber security experts. They fully support all ad formats and ad sizes, on both desktop and mobile platforms, including display (static and rich media), video (instream and outstream) and native content ads.

Uponit believe in fair play! That free, high quality content has a price. Adblocking, triggered by users who find them intrusive, unsafe or simply unappealing, puts online publishers at great financial risks. ​Fair play balances between users’ right to expect a good and safe browsing experience and publishers’ right to control their online business, including the ad experience they provide.

For more info about Uponit click here 

PageFair:PageFair

Founded in 2014, PageFair’s mission is to sustain the open web by re-establishing a fair deal between users and content creators. PageFair also offers Analytics to measure ad blocking, and technology that restores ads to ad-blocking users through its network of acceptable ads. They don’t work on video!

PageFair Tech serves advertising in a manner that adblockers are unable to circumvent, and solves the speed, privacy, and UX issues that cause adblocking in the first place.

For more info about PageFair click here 

Secret Media: Secret Media

Founded in 2014, They believe in Ad supported content, no payment friction between publishers and users. The long-term vision at Secret Media is to help the industry create a harmony between content and advertising. They believe that Adblocking offers an opportunity to start over and create a sustainable user ad experience that balances content and advertising appropriately. Their focus is on video ads.

For more info about Secret Media click here 

In conclusion, there are ways for publishers to overpass ad blocking. However, they need to be responsible about it. The word on the street is that Google will be coming out with a Chrome ad blocker. How will that effect the market? When is it coming out? Not sure! But here is a nice article on the subject.

 

About Eyal Lapidot

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