{"id":171,"date":"2020-01-14T09:07:00","date_gmt":"2020-01-14T09:07:00","guid":{"rendered":"http:\/\/blog.adspyglass.com\/?p=171"},"modified":"2024-01-08T08:37:18","modified_gmt":"2024-01-08T08:37:18","slug":"ad-blockers-five-important-facts-for-publishers","status":"publish","type":"post","link":"https:\/\/www.adspyglass.com\/blog\/ad-blockers-five-important-facts-for-publishers\/","title":{"rendered":"Ad Blockers: Five Important Facts for Publishers"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">For a glimpse at how fast an online trend can spread, look no further than ad blocking. <\/span>PageFair <span style=\"font-weight: 400;\">says that 11% of the connected global population use ad blockers to prevent certain types of inventory from showing on their screens, but that figure could rise even further if studies are to be believed.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, publishers are hampered by the revenue lost from ads that don\u2019t appear, which makes it all the more important for them to take note of new developments within ad blocking and to act accordingly. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As ad blocking readies itself for more growth around the world, here is a selection of five points that website owners should bear in mind.<\/span><\/p>\n<p><!--more--><\/p>\n<h2>1. This is just the start<\/h2>\n<p><span style=\"font-weight: 400;\">Ad blocking is a fast-emerging practice and anyone who\u2019s worked within online advertising will have heard about the rates of adoption. What few realise is the pace at which the practice is gaining momentum, which means that future growth is virtually guaranteed.<\/span><\/p>\n<p>PageFair\u2019s<span style=\"font-weight: 400;\"> annual assessment of ad blocking is widely considered as a key barometer for gauging the practice\u2019s growth. The latest findings show:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">The usage of ad blockers grew by<\/span><b> 30%<\/b><span style=\"font-weight: 400;\"> in 2016. A total of <\/span><b>615 million devices<\/b><span style=\"font-weight: 400;\"> now have one installed.<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ad-blocker usage on mobile grew nearly <\/span><b>one third<\/b><span style=\"font-weight: 400;\"> last year. A total of <\/span><b>380 million <\/b><span style=\"font-weight: 400;\">active devices have an ad blocker, up <\/span><b>108 million<\/b><span style=\"font-weight: 400;\"> from the year before. <\/span><\/li>\n<li><span style=\"font-weight: 400;\">Once a trend for younger browsers, ad blocking is now popular among <\/span><b>all age categories.<\/b><\/li>\n<li><span style=\"font-weight: 400;\">Some markets are still catching up &#8211; adoption grew in Asia-Pacific by <\/span><b>40%<\/b><span style=\"font-weight: 400;\"> last year.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If there\u2019s anything to be gleaned from the above it\u2019s that ad blocking is not slowing down, and why should it? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">When people were first given access to a TV remote that allowed them to switch between channels and avoid being stuck with ads, they snapped them up. <strong>Ad blockers are a progressive technology and while they remain in operation &#8211; saving people data<\/strong>, battery and cleaning up their browsing experiences &#8211; there is little reason for people to stop using them.<\/span><\/p>\n<blockquote><p>Read also\u00a0<a href=\"https:\/\/www.adspyglass.com\/blog\/what-is-ad-mediation-and-how-does-it-work\/\">What is ad mediation and how does it work<\/a><\/p><\/blockquote>\n<h2>2. Ad blockers are big business<\/h2>\n<p><span style=\"font-weight: 400;\">The developers of ad-blocking software may like to consider themselves as disruptors but they\u2019re far from void of criticism in some departments. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since arriving on the scene, <strong>many ad blockers have taken to diversifying their businesses<\/strong> to make the most of their growing user bases, sometimes to rather ironic effect.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Take the example of AdBlock Plus, the most popular ad-blocking tool in Europe, which claims to have its own \u2018guidelines\u2019 for the type of ads it blocks. These are dictated by a whitelist which groups like Google, AOL and Yahoo have paid to be on, allowing their ads to bypass the blocking system at every opportunity.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Not content with installing a virtual protection racket, things took an even stranger turn when AdBlock Plus announced plans for its first <\/span>\u2018ad marketplace\u2019<span style=\"font-weight: 400;\"> &#8211; essentially an ad server which publishers could use to select pre-approved ads for their sites. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rival tools like 1Blocker monetise themselves via the more simplified method of blocking a certain amount of inventory on their free platform and enforcing more stringent ad-blocking rules for those with a paid-up account. Ghostery on the other hand generates money by selling data on tracking software to various parties.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s clear is that ad blockers are now finding ways to make ends meet which invariably keeps their tools free to download.<\/span><\/p>\n<blockquote>\n<p style=\"text-align: left;\">Read also: <a href=\"https:\/\/www.adspyglass.com\/blog\/native-ads-everything-you-wanted-to-know\/\">Native Ads | Everything you wanted to know as a website owner<\/a><\/p>\n<\/blockquote>\n<h2>3. They are a response<\/h2>\n<p><span style=\"font-weight: 400;\">Publishers that have lost out to the ad-blocking craze may be forgiven for demonising the tools which have cut into their revenue. The opinion that ad blockers are bad for the internet ignores entirely the end user\u2019s thought on the matter as well as what they get out of their install.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For one, if fewer ads are being displayed then less battery and data is being used, which is why it\u2019s no surprise to see installs growing on mobile. That\u2019s not all, however, as various members of the ad industry should be looking at whether they did enough to thwart the threat before it was allowed to grow.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">In a survey from <\/span>the IAB<span style=\"font-weight: 400;\"> last year, the top reasons for blocking ads were for better navigation around sites and improved page-loading speeds, while ads that block content and lengthy pre-roll video spots were among some of the most annoying formats. <\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Companies like eyeo &#8211; developer of AdBlock Plus &#8211; have said their tools are made in response to the sluggish, invasive ads that have been accepted for far too long and this may be true. It\u2019s been said that advertisers and publishers have largely ignored the issues posed by certain types of inventory, which eventually required a response.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, in the same survey from the IAB, two-thirds of users were open to stopping the blocking of ads on the assurance of better safety, less disruption and better control of what they see and don\u2019t see online. Ad blockers will likely grow in usage yet again this year, but it\u2019s never too late for a solution. That brings us onto our next point&#8230;<\/span><\/p>\n<blockquote><p>Read also\u00a0<a href=\"https:\/\/www.adspyglass.com\/blog\/best-pop-under-ad-networks\/\">10 Best Pop-Under Ad Networks 2017<\/a><\/p><\/blockquote>\n<h2>4. Ad blockers are defeatable<\/h2>\n<p><span style=\"font-weight: 400;\">Publishers can find ways of circumventing ad blockers and there are many ways of tapping into the two-thirds that would deactivate their tool for a number of reasons.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Clues as to the necessary action are provided by further research from the IAB, which shows ad-blocking users favouring sites with fewer interruptions and streamlined experiences. In addition to this, the users were less fearful than non-ad blockers over web security. \u00a0<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-186\" src=\"https:\/\/adspyglass.com\/blog\/wp-content\/uploads\/2017\/06\/ad-blocking-users-favouring-sites-with-fewer-interruptions-and-streamlined-experiences.png\" alt=\"ad-blocking users favouring sites with fewer interruptions and streamlined experiences.png\" width=\"1968\" height=\"964\" \/><\/p>\n<p><span style=\"font-weight: 400;\">As the table suggests, considering about how ads fit in with the content they accompany might help, as well as weeding out ads that contain malware and viruses.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In valuable research from <\/span>PageFair<span style=\"font-weight: 400;\"> into the sorts of things that would start people using ad blockers, the group outlined better ad targeting and a fairer use of data to be among the top demands going forward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Still, aside from revising how they use their visitors\u2019 data, publishers do have the option of applying measures which could help them in the short term. Some of their counterparts have gone on the offensive in their wars against ad blockers by locking out some of their content to those that use the tools. Last year saw <\/span>The New York Times<span style=\"font-weight: 400;\"> hand its ad-blocking readers the ultimatum of removing their blockers or buying a subscription to continue reading the newspaper\u2019s editorial.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Many large media groups have taken a similar approach, with Forbes reporting that <\/span>42% of its \u00a0users<span style=\"font-weight: 400;\"> disabled their tools once prompted. This equated to 15-million ad impressions, which shows just how important it is for publishers to come up with a response.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">For any publisher attempting similar, credence should be paid to the ways in which these sites have appealed to their audiences by directly stressing the impact of ad blockers and what it means for their future. These actions should also form part of a temporary measure; applied on a backdrop of improvements to the ways in which ads are serving their users with a view to the long term.<\/span><\/p>\n<h2>5. Easy fixes are optional<\/h2>\n<p><span style=\"font-weight: 400;\">As for that response, there are certain ways of combatting ad blockers that won\u2019t take months to implement. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some of the most popular:<\/span><\/p>\n<ul>\n<li><b>Charging for use: <\/b><span style=\"font-weight: 400;\">If money from subscriptions can help offset the losses from the use of ad blockers then what\u2019s to stop websites from asking for donations? This could be in return for an exclusive content or even an ad-free experience. Putting everything behind a paywall is an option for large-scale monetisation, but should those that view ads be forced to pay up?<\/span><\/li>\n<\/ul>\n<ul>\n<li><b>Monetise through other means: <span style=\"font-weight: 400;\">For sites that rely heavily on the types of ads that often get blocked, there\u2019s always the chance to generate revenue in other ways. Affiliate links &#8211; integrated within an article\u2019s body text &#8211; are one way of bypassing the blockers, along with more user-friendly formats like sponsored posts and native advertising.<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li><strong>Awareness missions:<\/strong> <span style=\"font-weight: 400;\">Short-term awareness missions are an effective way of helping people understand the consequences of ad blocking. <\/span>The Financial Times<span style=\"font-weight: 400;\"> did this by blanking a percentage of words in its articles to reflect the percentage of revenue lost by ad blocking. This should be supplemented by a request for donations if possible.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\"><b>Front the cost:<\/b><span style=\"font-weight: 400;\"> The last resort is to get in contact with groups like AdBlock Plus and if the money lost is greater than the money required to be whitelisted, it should remain an option to consider.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Current forecasts show that ad blocking will sipher tens of billions of dollars from publishers for every year that its usage stays the same. With the losses set to climb even higher in the years to come, those that are affected should be preparing their own response to the growing phenomenon.<\/span><\/p>\n<p>There are advantages and disadvantages to every ad network. Thanks to\u00a0<a href=\"https:\/\/www.adspyglass.com\/blog\/what-is-ad-mediation-and-how-does-it-work\/\" target=\"_blank\" rel=\"noopener noreferrer\">ad mediation services<\/a>\u00a0like <strong>AdSpyglass<\/strong>, publishers can link themselves up to all of the platforms above and reap the benefits that each can offer.<\/p>\n<p>Our process is simple:<\/p>\n<ul>\n<li>AdSpyglass automatically selects the most profitable offers from top ad networks and displays ads with the highest CPM on your websites.<\/li>\n<li>AdSpyglass gives our publishers complete transparency over the data we collect<\/li>\n<li>We automatically switch your ad tags to the most profitable offers<\/li>\n<\/ul>\n<p>These create <b>three huge advantages <\/b>for our users:<\/p>\n<ol>\n<li><b>An income boost<\/b> of up to 100% automatically.<\/li>\n<li><b>There is no need to change ad tags to reply on your websites templates. <\/b>You manage all your ads such as network ads or your own ads directly via AdSpyglass admin panel. It helps to avoid mistakes while you add your website templates and saves your time, even more so if you have numerous sites.<\/li>\n<li><b>You can see detailed statistics from all inventory ad networks in AdSpyglass reports <\/b>allowing for granular analysis and the optimizing of campaigns from all your networks in one admin panel.<\/li>\n<\/ol>\n<p style=\"text-align: center;\"><a style=\"font-size: 20px; line-height: 36px; padding: 5px 20px; background: #00AEDC; color: #fff; height: 40px; border: 1px solid #00AEDC; border-radius: 20px;\" href=\"https:\/\/www.adspyglass.com\/#registration?utm_source=blog_adspyglass&amp;utm_medium=button&amp;utm_campaign=ad_blockers\" target=\"_blank\" rel=\"noopener noreferrer\">Try it now<\/a><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Read also\u00a0<a href=\"https:\/\/www.adspyglass.com\/blog\/seo-for-adult-sites-how-to-drive-organic-traffic\/\">SEO for Adult Sites \u2014 How to Drive Organic Traffic<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read also\u00a0<a href=\"https:\/\/www.adspyglass.com\/blog\/a-guide-to-header-bidding\/\">What is Header Bidding and How Does It Work?<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">And compare all ad networks CPM rates by countries here: <\/span><a href=\"https:\/\/www.adspyglass.com\/best-ad-networks?utm_source=blog_adspyglass&amp;utm_medium=link&amp;utm_campaign=ad_blockers\" target=\"_blank\" rel=\"noopener noreferrer\">Top Ad Networks 2017<\/a><span style=\"font-weight: 400;\">.<\/span><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>For a glimpse at how fast an online trend can spread, look no further than ad blocking. PageFair says that 11% of the connected global population use ad blockers to prevent certain types of inventory from showing on their screens, but that figure could rise even further if studies are to be believed. Of course, [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":495,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to deal with Ad Blockers: Five Important Facts for Publishers<\/title>\n<meta name=\"description\" content=\"How to deal with Ad Blockers: five important facts for publishers and website owners\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adspyglass.com\/blog\/ad-blockers-five-important-facts-for-publishers\/\" \/>\n<meta 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