The tech makes it possible for publishers to detect when a website visitor is using an adblocker, and encourage them to turn it off for a particular website or engage in a win-win value exchange. Want to find out if Admiral Anti-Adblock makes sense for your website?Īnti ad block software is technology that can help web publishers detect, measure, prevent, and mitigate revenue losses due to adblockers. The damage in lost ad revenue has been estimated at over $78 billion in 2020, according to this Forbes article, and similarly large estimates have been shared by Adobe, Statistica, and others.
However, Adblocking is hurting primary sources of free content, such as local news media sites and 1,000's of independent and small content providers, by blocking the resources they need to continue producing quality content and responsible journalism. Premium sites like Wall Street Journal, and ecommerce sites like Zappos, both have other revenue models that don't rely primarily on ads. On a macro level, ads are typically the primary source of income for the sites that provide free content to the world. Our recommendation is for publishers to install an adblocker themselves to see first-hand what the user experience looks like on their site. More aggressive blockers may even block content and impair site functionality. Some adblockers will block ads completely, others will block tracking tokens (which allow for targeted advertising), and still others will only block ads that are very obnoxious. These browser extensions can also block tracking scripts such as Google Analytics. Even worse, some ads may be downloaded and paid for but never seen, or the resources may be used even if the ad isn't delivered. Users with ad block extensions like Adblock Plus never see blocked ads and the publisher loses all ad revenue that may have been generated by that visitor. Solutions to the problem can deliver more ad revenue and multiple revenue streams, with a multi-pronged solution like Admiral's adblock recovery module. In this sense, the massive adoption of adblockers has been framed as a threat to the "free internet", which is largely ad supported content. Blocking online ads increasingly hurts web publishers ability to fund quality content that fuels the internet globally. Is Adblocking Still a Problem for Publishers?Ībsolutely! The global ad revenue lost in 2021 to blocked ads was in the billions of dollars, and adoption has slowed but growing nonetheless.
Using a combination of engagement and allowlist techniques and anti ad block test for all ad blockers, some publishers have garnered a greater-than-100% return on lost adblock revenue. The tools and strategies can help publishers detect ad block, block or stop ad blockers, and recapture lost income immediately, while building a more sustainable relationship between content production and visitor experience. Successful media brands such as NBC, Viacom/CBS, USA Today, RottenTomatoes, and others are using adblock recovery solutions today to recover millions of dollars in lost revenue. According to a recent Adobe study, online publishers have estimated losses in excess of $40 billion per year due to adblockers, and that number keeps growing. Anti-adblock and code to stop adblockers are becoming the industry norm to mitigate the rapid adoption of consumer adblocking software.