Blockthrough, a company that provides software and methods to counter adblocking – has released a report in collaboration with their subsidiary company PageFair, that highlights the significant new trends in consumer adoption of adblocking around the world. According to the report, the battleground of the adblock wars has shifted to mobile. Mobile is driving a rapid expansion in the population of the internet, and a large portion of these people are starting out with browsers that block ads by default. Here are the key findings –
The Adblock landscape
Google and Ad Blocking
How are publishers monetizing on adblock traffic?
The report reviewed the adblock monetization strategies employed on the websites of the top 100 US Comscore-ranked publishers out of which 56% of US publishers employed at least one adblock monetization strategy. The report highlighted the three main strategies that publishers can use to help mitigate the revenue impact of adblocking.
1. Ad Recovery via Acceptable Ads – This strategy involves publishers working with participating adblockers directly, or through dedicated third-party providers such as Blockthrough. The report stated that 49% of publishers employed this strategy, out of which 7% worked directly with participating adblockers.
2. Adblock Circumvention – This strategy involves using vendors who use technological means to evade adblocking and display ads to adblock users without giving them the ability to opt-out. The report stated that only 4% of publishers employed this strategy.
3. Messaging solution – Publishers utilize either in-house or third-party messaging solutions to display dialogs, that persuade users to either disable their adblocker or contribute monetarily, prior to accessing the content. The study states that half of the publishers served Acceptable Ads to users who didn’t comply with their messaging requests.
After several years of experimenting with various adblock monetization strategies, the top ad-funded publishers in America have embraced the Acceptable Ads ecosystem as their preferred channel for monetizing their adblocking audiences.