If there’s a question web publishers would love to ignore, it’s “What are you doing about adblock?”
For years, the answer was “Nothing“, “We’re going to wait for it to get serious“, “It’s not too bad, yet“.
Unfortunately, that day has arrived. According to the latest statistics from the iAB, it’s officially “bad”. With some sites reporting adblock rates of over 50%, adblocking has become a crisis.
So what are you doing about adblocking on your site?
Let’s run through the options:
Adblock walls are detection systems which prevent ad blockers from accessing your site content. Some adblock walls prevent users from accessing the site at all. While others “ask nicely” and allow ad blockers in anyway. We’ve covered adblock walls in another post here, if you’re looking for more information.
One solution to adblock is simply to rely ‘less’ on ads, and more on subscriptions. The problem for most publishers — even big ones like the New York Times and the Wall Street Journal — is that subscriptions alone don’t amount to enough revenue to stay in business. You’ll still need advertising to stay afloat. So while it’s nice to have an additional revenue stream, it’s not likely that subscriptions will pick up the slack from revenue lost to ad blocking.
Native advertising seemed like a great solution last year. Native advertising is advertising that looks similar to your “native” website content. The problem is that many native ads are detectable (and therefore blocked) by ad blockers. So while camouflaging your ads to look like editorial might have worked for a little while, it has stopped working in many cases.
Here’s where things get interesting: Next generation technologies like ReviveAds allow publishers to serve ads even to users with adblock installed. Ad reinsertion technologies not only detect adblock use, but also use various methods to circumvent adblockers. Of all the four solutions, ad reinsertion is the easiest to implement and yields the most immediate results.
For more information about ad reinsertion, see our ad reinsertion whitepaper here.