For online publishers, online ads are one of the most effective revenue generators. Yet, the increment in the use of AdBlock extensions has put a massive block on this source of income. In 2016 the lost ad revenue estimation which was $15.8B, came up to approximately $78B in 2020 and it is expected to continue increasing in 2022.
Looking at this scenario, what seems right for publishers is to apply a paywall with an AdBlock detection message. This provides online publishers with a slight window of ad revenue.
But, this solution compromises them with a riskier business model that forces the user to disable the Adblock extension or pay a fee for browsing their website without any ads.
Fortunately, they can overcome this situation through Ad Revenue Optimization using Acceptable Ads. It’s a transparent advertising method that establishes a safe environment for everyone on the internet.
Wondering what ad revenue optimization is, and how can you utilize it?
Well, that’s what we’ll be discussing in this post. But first, let’s take a look at some key points…
What’s the AdBlock Detection Message?
An AdBlock detection message appears when users have adblocker enabled on their browser. It notifies them to disable it to explore the content of the website.
Here’s how it works:
Online publishers add a software on the site that detects AdBlock extension on users’ browsers.
The software creates an image of the site with ads being shown before actually loading the page on the user end. When the page is fully loaded, the software compares the image it has created before with the current page.
If the image is different – without ads (or ads script) – the software displays the AdBlock detection message.
Technically, Adblock detection is accomplished through the use of a small web code that serves as a “bait” for ad-blocking scripts. This bait falsely appears to be a container for an ad unit.
The Adblock script modifies the page rendering when it wants to block the bait. When this occurs, it is recognized as the work of an adblocker extension or software, and visitors receive the above anti-Adblock notification.
However, with an AdBlock detection message like the above, users can easily bypass it. And for that, all they have to do is click “Continue without supporting this time.”
And indeed, this is what AdBlock users mostly do to avoid advertisement. Hence, it causes ad revenue loss.
But with a Hard Paywall, this situation is different.
What’s a Hard Paywall?
A Hard Paywall is a content restriction technique that enables online publishers to put their content behind a paid subscription.
When applied to a website, it completely hides the content. And users can only be able to access it once they opt for a subscription plan or disable the AdBlock extension like the image below.
However, a more appropriate example of a Hard Paywall with an AdBlock detection message would be the following.
Here, it only allows the visitors to access the content when they – the visitors – either Subscribe or Disable the AdBlock extension.
The ones who are loyal will subscribe. The ones looking for the info in dire need will disable it. But, users who are just surfing the website will leave.
And as a result, it will drop publishers’ ad revenue.
Fortunately, Acceptable Ads – a transparent and respectful method, establishes a healthy interaction between publishers, advertisers, and users. It is a more user-friendly method that doesn’t even require users to disable the AdBlock.
Hence, it prevents online publishers from ad revenue losses.
What are Acceptable Ads?
In 2011 the Acceptable Ads program was launched to establish a general standard to help publishers generate ad revenue while allowing users to block annoying, intrusive, and irrelevant ads.
In order for an ad to be an “Acceptable Ad”, it must follow the standards that have been set by the Acceptable Ads Committee. If it does, the ads are placed on an allowlist and are then shown to ad-blocking users who allow Acceptable Ads.
When users visit websites of online publishers who’ve opted for Acceptable Ads, they see these ads even if their ad blocker is turned on.
In 2017, the Acceptable Ads Committee was formed to oversee the criteria for an ad to be accepted into the Acceptable Ads program. To qualify as an Acceptable Ad, the ad must be,
- Recognizable and distinguishable.
- No excess use of colors.
- It shouldn’t occupy more than 15 to 20% of the space.
- No automatic sound or video play.
- And there are more rules in the standard that need to be followed.
Simply put, Acceptable Ads are those ads that are non-intrusive, relevant, and respectful.
Acceptable Ads vs. Hard Paywall
Even though a Hard Paywall promises to stabilize the income and create a loyal customer base, 94% of digital-born news media prefer offering free content. In addition, Hard Paywall is the riskiest method as 90% of readers will leave the site as soon as they see a paywall notice.
Studies have found that hard paywalls can discourage new signups.
On the other hand, nearly 200M ad-blocking users have accepted to see Acceptable Ads. It means there is over 90% of Adblock Plus users that would allow AdBlock revenue recovery.
Furthermore, there’s no risk, plus it creates a better experience for the users on the site.
Moreover, it respects users’ decision to view Acceptable Ads while their AdBlock extension is enabled. So, they can save themselves from the annoying ads of other platforms without re-enabling the extension.
What’s Ad Revenue Optimization & How Acceptable Ads Can Help Online Publishers?
Ad Revenue Optimization is a process where publishers invest their time in techniques that help them recover the loss for regular ads— for example,
- Header Bidding,
- Premium Ad Exchanges,
- A/B testing and more.
However, if users have an adBlocker, these methods won’t work, and optimization is not possible.
But in the case of Acceptable Ads, things are different.
Acceptable Ads make the platform rich in viewability & user experience. And as AdBlock has an Acceptable Ads filter list, they will be shown to the user without any interference.
About 54% of the top 50 ComScore properties successfully carry out AdBlock monetization using Acceptable Ads.
Thus, publishers can expect a higher Adblock monetization through acceptable advertising.
Ad Revenue Optimization With Unblockia
Unblockia is one of the top ad tech companies specializing in Acceptable Ads initiatives. From providing an AdBlock Traffic Calculator to offering a more transparent and respectful interaction; we help publishers recover the lost AdBlock revenue while keeping the internet safe and free.
Through our services, publishers preserve the UX with non-intrusive ads placed strategically on the site. Moreover, there are only a few steps to take to start showcasing Acceptable Ads with Unblockia.
Our service provides a dedicated account manager, reporting tools, and more to make the most out of the Unblockia experience as well as Acceptable Ads.
The Bottom Line
As AdBlock users are rising, it’s vital for publishers to make an appropriate decision to keep the Ads revenue flowing. With Unblockia´s solution, they can improve their income significantly.
Also, it is by far the most profitable method. There’s no risk, no traffic drop – as in the case of Hard Paywalls – and even there’s no involvement of any complex processes. Plus, it improves the user experience since it does not require to disable the AdBlock extension.
Thus, allowing them to surf the internet with more safety and privacy.
With Acceptable Ads service partners like Unblockia, it becomes even more simple. Publishers just need to follow the simple integration process and their website will start displaying Acceptable Ads without any issue.
With Acceptable Ads service partners like Unblockia, it becomes even more simple. Publishers just need to follow the simple integration process and their website will start displaying Acceptable Ads without any issue.
With Acceptable Ads service partners like Unblockia, it becomes even more simple. Publishers just need to follow the simple integration process and their website will start displaying Acceptable Ads without any issue.
