U.S. Publishers: $15.8B Annual Revenue Lost To Ad Blocking
- by Laurie Sullivan @lauriesullivan, October 16, 2017
Consumers in Europe are more likely to block ads, but the United States isn't far behind. About 26% of U.S. consumers use some sort of ad-blocking software, according to data released Monday. And soon, Google will give consumers another way to block ads, through its Chrome browser scheduled to launch …
4 comments about "U.S. Publishers: $15.8B Annual Revenue Lost To Ad Blocking".
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Great article Laurie! Confiant has a tool that enables publishers protect themselves and their user base by only blocking the bad ads (forced redirects, IBV, etc.) that come through the programmatic open market. Confiant's aim is to eradicate security and quality issues for the entire ecosystem, starting from the supply side.
Unedited, grand dumps created this mess to save $. Their upper crusts bailed with buyouts and golden parachutes and left the mess.
This can be done simply (and at no cost) if publishers properly sandboxed the javascript in their damned iframes.
Augustine, what a publisher-centric suggestion.
First, it ignores the consumer experience. There is a reason people use ad-blockers. Sandboxing in iFrames does not address that.
Second, advertisers run campaigns. I am yet to come across any campaign, let alone a digital campaign that utilises a single publishing entity. The brand's target is much broader than one publisher. Advertisers want to know more than the PVs, timspent etc. They want to know the reach of their campaign. With everything sandoxed within iFrames that won't happen.
This is media's equivalent of myopic introversion.