With the recent news that Google will add ad-blocking by default to its Chrome web browser, publishers have a right to be concerned. Chrome is far and away the world’s most popular web browser.
Later this year, when all Chrome users start blocking entire categories of advertisements, publisher revenues will undoubtedly come under threat.
To make matters worse, Apple has now announced that it will block ads in its Safari web browser.
While Apple’s Safari browser is nowhere near as popular as Chrome, Safari (and Apple users in general) represent a wealthy and highly sought after user demographic.
One small consolation is that neither Chrome nor Safari intend to block all ads. Their goal is to “improve the user experience” by blocking only ads which detract from the enjoyment of a website.
Which ads will be blocked? The better performing ones.
The problem as many publishers are quick to point out, is that those so-called “annoying” ads are often the most profitable. The uncomfortable truth of digital advertising is that non-annoying ads are less visible. And less visible ads are ads which perform less well.
It doesn’t take a genius to recognize that a autoplay pre-roll ads are going to have more views than ads which require interaction to view. Or that centrally located ads which appear within the text-flow of an article are going to perform better than ads which are tucked away neatly in the footer of the page.
A better user experience means lower revenues
Unfortunately, this math boils down to a simple result: “Improving the user experience” is going to mean a hit to revenues for already struggling publishers.
Faced with an uncertain future, publishers are turning to next-generation adblock circumvention strategies to recapture lost advertising revenues.
Ad reinsertion to the rescue
The looming drop-off in earnings caused by Apple and Google’s adblocking plans is spurring a wave of technological innovation in the ad-tech world.
Here at ReviveAds we’re turning the tide against adblocking with our patent-pending “ad reinsertion” technology which pushes ads to users, even when their adblockers are engaged.
Our success rates with ad reinsertion have already been impressive. With many publishers reporting 75% recovery rates of revenues previously lost to adblockers, ad reinsertion is already becoming the most important buzzword in advertising for 2017.
For more information about ReviveAds and our ad reinsertion technology, please visit: http://landing.reviveads.com.
Let us show you how to protect your revenue from what’s coming.