Adblockers; we’ve covered them before, here on the Adcash blog. When we dove into the topic last time, we looked at what they are, the scale of the adblock problem, and touched on a few ways publishers can personally tackle them.
Strategies available to publishers include asking users to disable their adblocker in exchange for some kind of incentive, placing content behind paywalls, and a few others.
Since then, we’ve been tirelessly working on something to fight adblockers ourselves.
Introducing the Adcash Anti-Adblocker Solution
The Adcash Anti-Adblocker Solution is the latest tool in our ad serving lineup. It safeguards the revenue of our publishers by ensuring that their ads are always being displayed. Last year, $21.8 billion in ad revenue was lost due to adblockers. Frankly put, that is a staggering amount of money and it only looks like it will continue to grow over the coming years.
By giving publishers the tools they need to fight adblockers, we can make sure that they are able to recapture some of that lost ad revenue. The solution has been in a long testing phase, providing us plenty of time to tweak and optimize it. Consequently, it is able to bypass adblock attempts with a 98% success rate.
Why we built the Adcash Anti-Adblocker Solution
The numbers alone are a powerful motivator. In fact, Forbes’ CRO described adblockers as an “existential threat” to publishers and called for drastic action. The reality is that the vast majority of content consumed online is paid for by advertising. Most commonly, this is in the form of display ads.
If those ads are being blocked, they aren’t making the publishers any money, and the site will simply stop being able to function. Hosting bills go unpaid, writers don’t get paid. Before you know it, the site you checked every morning as you sat down for breakfast, vanishes.
While many will view our solution as a “nuclear” option, we feel the time has come to challenge and disrupt this area of the online advertising industry with new, technological solutions.
How does the Anti-Adblocker Solution work?
Obviously, we don’t want to reveal too much about how our new system works…this will ensure that it remains as effective as possible, for as long as possible. But quite simply, it hides the data that adblocking tools typically analyze in order to determine what is and isn’t an ad.
By hiding this data, the ads will not be blocked because they won’t be recognized by adblockers. This process has virtually no impact on page load times, so publishers can be sure that, not only will the ads load, they’ll load quickly.
Is there anything you need to do to use the Adcash Anti-Adblocker Solution?
If you’re already an Adcash publisher, there’s actually nothing you need to do. Just contact your account manager. If you want some more information, or have any questions, you can get in touch with our dedicated support team.
If, on the other hand, you’re not already an Adcash publisher, all you need to do is register with us. After your account is validated, you’ll be able to add the integration code to your page and that’s it; you’re now monetizing with an adblock protected ad network!
The future of adblockers
Since its inception, the digital economy has been constantly evolving. Like some sort of shapeshifter; it’s permanently moving between states — adblockers just form another part of that constant evolution. Our solution helps to mitigate the impact of the current state of the digital economy by helping our publishers to safeguard their ad revenue.
What is clear is that more needs to be done to address them directly. Whether that’s in the form of dialogue between publishers and their users, technological solutions like this, or another solution.
If you’ve got any thoughts on the topic, let us know in the comments below. We encourage direct, open feedback and we’d love to hear from you. Also, if you have any questions about the Adcash Anti-Adblocker Solution, ask away!
Please note that Adcash Anti-Adblocker Solution currently works on site-under.