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Counter Measures Against Budding Concern of Ad Blocking

Ad blocking has gone from a fringe issue to a mainstream concern that’s having an impact on publishers and advertisers. Pervasive ad-blocking dramatically undermines the predominant business model of the free web. There is a quite arms race between publishers and adblockers which is anincessant problem as ad blockers have been improving and publishers have been responding in kind. Adblockers are creating some techniques for scaling back in the favor of publisherswhich is being publishers’ exclusive concern. Publishers need to tackle the issue and to regain the control of their online adsof what ads are delivered and at what pricein order to make up their revenue losses. Advertisers are panicking about adblockers, whereas publishers are attempting to crush them. Tim Gentry, Global Revenue Director of Guardian said, “For publishers, ad blocking represents a clear lack of understanding from readers of their value exchange”. Adblocking is budding concern andthisproblem is in the need of creative solution.
Online advertising is no longer a feasible solution for profiting revenue due to escalation and strengthening of ad blocking technologies. The vast majority of publishers relies on ads for generating revenue and has set dominant paradigm. Adblocking tools are killing their revenue stream. Regardless, publishers are forced to try new tactics as ad blocking continues to grow at this pace and causes revenue losses. Besides, adblocking isn’t conducive to a healthy ecosystem for users, publishers or advertisers. Forbes Media CRO Mark Howard has said,ad blocking isn’t just a nuisance confined to early adopter types. It is an existential threat to publishers and calls for drastic action. According to one pagefair blog, turning away over 50% of adblockers seems to us more like resigned acceptance of a failure to deal with adblocking, especially as adblockers are actually incredibly valuable to advertisers and therefore to publishers.eMarketer senior analyst Paul Verna “Ad blocking is a detriment to the entire advertising ecosystem, affecting mostly publishers, but also marketers, agencies and others whose businesses depend on ad revenue,” According to eMarketer report, in US, 77.1 million people use an ad blocker on their desktop or laptop PC, whereas 29.7 million use on their smartphones. Ad blocking usage in the US grew by 32% in 2017 versus 2016, reaching 86.6 million people. A new study from Juniper Research has estimated that digital publishers stand to lose over $27 billion by 2020, as online publishers struggle to find effective strategies to counter ad blocking.
Publishers are racing to overcome the increasing challenge posed by ad blockers in order to reach their targeted customers and to constitute their revenue losses. There are various ad blocking solutions that publishers use to combat the growing ad-block problem. Top 10 of ad blocking solutions are:
1) Adzsafe:
It’s the latest attempt to bypass the damaging effects of ad blocking. Adzsafeproved itself as the only effective and reliable ad blocking solution when it is compared with current ad blocking solutions and methods. It disables ad blocker software right awayfrom operating in the browser. It does so without asking ad publishers to replace their online ad providers with a different one, like other anti ad block methods require. It allows online ads to be loaded and be displayed safely, regardless if the visitor’s browser includes an ad blocker or not. It squashes the ad blockers completely from interfering with online ads. It ceases the ad revenue losses. When AdzSafedisables ad block instantly, it supports ads to be safely loaded and viewed without interference by ad blockers and turns bare and fragile online ad into an ironclad online ad. It has ‘Free Internet Protection’ tools which steer clear of being detected by ad blocker, and instantly disable ad blocker software. It helps publishers to gain compensation that they deserve and control over their ads of what ads are delivered and at what price.It abates adblocking software from making users unreachable to online content thereby preventing ad revenue losses.

2) Sourcepoint:
This ad blocking solution was found in 2014. This solution is for helping the publishers for compensating their ad revenue losses. It creates compensation choice for publishers and consumers and provides a complete set of tools that empowers publishers to adapt their content compensation solution to their specific needs. It amenities to publishers for clarifying there’s going to be a value exchange when people consume content, and let each user choose whether she prefers a free, ad-based experience, or another way to compensate the publisher. In addition to this, it provides the data needed to make informed decisions about content compensation and offers consumers multiple options of paying for the content they like. It helps publishers to address the source of the problem. It enables publishers to communicate with their users about compensation choice. It establishes clear and transparent value exchange.
3) Imonomy:
It was found in 2012 for publishers and advertisers.It provides viewable ads, enhances user’s experience and gives effective monetizing platform. It uses contextual and behavioral analysis for ensuring that all the ads we serve are relevancyof the ads they are serving to users and therefore helpful instead of a nuisance. It offers a great opportunity to counter ad blocking. It offers mobile-friendly in-image ads for ensuring a great user experience for readers. The main purpose of this ad blocking solution was to enhance user’s experience by providing quality visual ads because pages with visuals convert better on websites. This sophisticated programmatic platform leverages visual assets to captivate users for generating high RPMs. It optimizes the value of each impression using RTB and real time big data analysis to maximize CPM. Its visual content ad formats delivers high CTRs by using dynamic optimization measurements. It continuously optimizes inventory’s viewability and ad placementsto maximize touch points with publishers’ targeted audience.
4) Adblock walls:
It is a defensive measure that leaves publishers counting their losses. They are used for hiding your website contents and minimizing functions by demanding from visitors to first disable the ad blocker in their browsers. Adblock wall bars adblock users until they disable adblocker on the website. These walls notify users that unless they do whitelist the site, they won’t be able to access any of its content. Ad block appears asking the user to turn off the ad blocker or white list the visited website if the user is using ad blocking software. Then that website shows a little box saying the users that the ad revenue supports the website whenever the user view it and has ad blocking software enabled in the browser. According to Page Fair 2017 Report, 90% of adblock users surveyed have encountered an adblock wall.74% of adblock users say that they leave websites when they encounter such an Adblock wall. This makes Adblock walls ineffective at motivating most adblock users to disable ad block software, even temporarily. It proved ineffective at ceasing adblock usage.
5) Secret media:
This ad blocking solution came in 2014 which helps publishers to develop a better user experience around the ads. Its long term vision is to help the industry createa harmony between content and advertising. It restores blocked ad impressions including video ad impressions and offers analytics that help publishers to manage the proliferation of ad blocking. In addition to this, it helps publishers reshape their ad-supported business model by creating a new user ad experience thereby restoring publisher revenues and increasing advertiser audience reach and engagement. It has target capabilities and is compatible with a publishers’ existing ad stack. It tracks real time ad recovery with analytics platform it has.
6) AdRecover:
It helps to measure and monetize ad impressions being lost to adblocking. It helps to display fast-loading UX-compliant ads to your website’s adblock user traffic. It provides very high UX standards for ensuring that the ads are visitor-friendly and not obtrusive in anyway. It keeps a constant check on the ad media, with a zero-tolerance policy. It works by reviewing the website for possible conflicts by its compliance team and then the feedback is passed to the operations’ team to set up ad units. It uses A/B testing technique for testing ad layouts which is done across devices and ad unit set up on webpages. Hence, publishers ensure the perfect blend of UX and ad monetization for every Adblock user. AdRecover provides publishers with multiple approved demand partners. Hence, publishers are having several ad networks compete for their adblocked inventory. It amenities also for advertisers to show permission enabled non-intrusive ads. Millennial seek out new brands and support the brands that they use. They are brand conscious and they have high purchasing power. This makes them ideal for retargeting and brand-driven conversion campaigns.
7) NeverBlock:
It is a proven circumventing ad blocking solution that maximizes revenues instantly. As an attempt to address the ad block situation the Interactive Advertising Bureau (IAB) has created the LEAN advertising program for addressing the adblock situation. It outlines a set of alternative standards that provide choices for advertisers, publishers and users. The digital industry has been trying out solutions to combat ad blockers with various levels of effectiveness. ExoClick provides guidance to publishers and this document examines in detail which ad blockers are on the market, how they work, what solutions the digital ad industry is currently using and how effective each solution is. NeverBlock has already improved affected publisher revenues by up to 40%. It stops ad blockers to recapture all your ad revenue losses. It works on all browsers including Safari, Chrome, Internet Explorer, Mozilla, etc. and on all platforms and devices. It is a simple process of placing a line of code on website thereby ensuring that advertisements still get shown even if a user has ad blocking software installed and switched on. This solution is free to all ExoClick clients.

8) Paywalls:

It was released in 2011 for monetizing online and other digital information by preventing visitors from accessing web sites and similar content providers from where access is restricted to Internet content via a paid subscription. It helps to view content provides trusted insights and markets coverage. Online news and sports web sites use paywalls, with some sites implementing hard paywalls while others deploy soft paywalls. A hard paywall’s content restrictions are much more stringent than a soft paywall, allowing either no access or minimal access to free content. A soft paywall, on the other hand, provides significant access to free content as a means of encouraging users to subscribe for access to premium content. According to Peter Marsh, most publishers with hard paywalls average as low as 15-20% on retention rates and retention rates for newspapers using metered paywalls average 58.5%, with some reporting as much as 90% reader retention. According to one survey, 73% are currently charging readers to access online content, and almost 40% of them have erected a hard paywall. The remaining 60% use a soft or metered paywall. The users will have to pick up the tab if digital ad dollars aren’t funding publishers’ content. Since ad blocking is easy to identify with JavaScript, publishers can simply deploy paywalls to those users. The ad blocking software users will have to pay a premium to view content instead of seeing video or display ads.
9) Blockthrough:
This ad blocking solution is designed with both publisher and consumer needs.It accurately measures adblock audience and generate additive revenue immediately. It accelerates page load times and provides a better user experience. It is compatible with all ad formats on desktop and mobile. It bypasses all adblocking techniques. It keeps track of your audience’s adblock adoption, and how much new revenue is being driven. It is quick to set up and it doesn’t affect the way publishers monetize their non-adblocking audience. It is compatible with industry standard ad management solutions like DFP and it keeps publishers in control of what ads are delivered and at what price. It also unlocks a coveted audience of tech-savvy millennial for advetisers and easily integrates with existing ad stack. Ad reinsertion (AAR) helps publishers to recover revenue loss and helps to solve the problems that drove the users to run an adblocker. AAR identifies adblocks real time and enables fast and non-interruptive ad delivery which can’t be detected by adblockers. Additionally it is also helpful for advertisers as they have benefit of standing out in a much less cluttered environment.
10) Uponit:
It has developed the most sophisticated cyber security technology to help publishers to regain full control of their online business and provides their adblocking audience a better user experience. This solution provides stability needed to professionally run their online business. It works by adding a simple JS code to websites’ header. It automatically identifies users with ad blockers on desktop and mobile and in all formats like extensions, browsers and filters. Then it measures the effects of adblocking on website and provides real time analysis, segmented by platforms and countries, in a personalized dashboard which can easily access through desktop and mobile. Uponit’s detection and measurement module is free to use. It mainly focuses on enabling direct advertising campaigns and native content ads. This prevents extreme use of user tracking and ensures better quality ads. It provides higher quality ads that are faster to load and less prone to privacy issue by accelerating the loading of the ads onto the webpage.

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