How to counter Ad-Block traffic ?
Ad Block has ailed the digital industry for a while now, but it has not been as big of a concern till recently when ad blocking installation saw a surge. Digital advertising industry might be doing well in terms of growth but we are far from realizing the full potential. Ad block analytics has a key role to play for us to understand our inventory better and then take informed decisions.
Image : ad block search popularity on Google Trends
IAB’s recent initiatives like LEAN scoring product roadmap and ad block primer are definitely steps in the right direction, but I believe the onus is on the publishers to bring a significant change and change how we as users think about ads. There are many Ad Block Analytics services out there which can and might provide us insights like –
- Ad-blocking rate, which is the percentage of your traffic not monetized using ads.
- Google Analytics and Omniture blocking rates. which tells you what percentage of traffic is not even showing up in your analytics reports.
Both the percentages above can be available by device, browser, country. Additionally, some other useful insights might include availability of this data by content marketing channel, page views per ad block user per session and split between regular versus first time visitors. These insights can play a key role and help us to better understand marketing ROI. It can also help in quantifying user behavior while running DEAL experiments on site.
We, at vNative , have launched a free wordpress plugin to help publishers evaluate and take an action on Adblock users. Our tool helps publishers restore the value exchange between content generators and readers by helping publishers get their domains whitelisted for free.