Frequently asked questions
Ad blocking refers to various forms of blocking ads on the Internet. By using a special software, Internet and mobile visitors are able to view content of web pages without ads.
The most popular ad blocking method is downloading and installing plug-ins dedicated to respective web browsers or mobile devices.
Ad blocking plug-ins recognize which parts of the web page are ads and then, try to disable displaying them to the user. The most popular plug-ins have a very high effectiveness, which means that they are able to block nearly the entire advertising stream on given web pages.
Users can use filters to decide on which pages one wants to see ads, at the same time having ads blocked on other pages. Ad blocking plug-ins manufacturers create so called whitelists collecting their revenues from whitelisted publishers.
There are many reasons for blocking ads: safety, privacy, page-speed, the influence of ads on other apps, the lack of desire to view ads at all (this reason was pointed out by less then a half of Internet users who use ad blocking plug-ins).
Ad blocking is a very dynamic process. Therefore it is difficult to claim precisely how many people block ads at present. Available sources indicate that ad blocking plug-ins have been downloaded more than 300 million times and the average number of daily users is around 175 million globally.
Very quickly. The yearly increase is close to 70%. Around 360 new users download ad blocking a plug-in every single minute.
It is obvious: all players involved in the online ad chain lose money (with emphasis on publishers). It is also obvious who gains the most – the producers of the ad blocking systems. They charge publishers for whitelisting their web pages. Then a very important question comes: what about the regular Internet users/viewers/consumers? Do they lose or gain? The main profit is browsing through cleaner web pages and the main loss (usually not being made aware) is weakening or even disappearing of a free content (or its quality).
Publishers will soon no longer be able to provide freemium content if the ad subsidizing revenue mechanism are being killed by ad blocking.
The current main approaches to combat ad blocking are the following:
- whitelisting deals with operators of ad blocking systems: it is very simple – publisher pays operator for default whitelisting;
- “kindly asking”: publisher shows a request on their site asking the viewer to disable the adblocker and explaining why;
- anti-adblocking ‘cheating techniques’ hiding the ads within content and make them “invisible” to adblock;
- legal cases (usually ineffective);
- changing ads on the website into ‘less intrusive’, mostly text-only, served by special adservers that are whitelisted.
- CPM (cost per mille) – advertiser pays publisher fixed price for displaying given ads 1000 times.
- CPC (cost per click) – advertiser pays publisher fixed price for one click on given ad
- CPA (cost per action) – advertiser pays publisher fixed price for agreed action (for example it can be a registration on the new web portal).
- CPL (cost per lead) – advertiser pays publisher fixed price for obtaining contact info. Obtained leads are being used to create distribution lists and personalization of an ad stream.
- CPS (cost per sale) – advertiser pays publisher fixed price for each sale, which was started by clicking on the ad.
- CPO (cost per order) – advertiser pays publisher fixed price for each order, which was started by clicking on the ad.
- CPE (cost per engagement) – advertiser pays publisher fixed price for the event when a visitor proves his/her engagement, for example by playing a game, which is a part of the ad.
Everything depends on what goals advertiser wants to achieve. Simply speaking, CPM and Flat Fee are suitable, when the advertiser wants to achieve mainly exposure and brand ID goals. Other models are mostly useful during sales and targeted campaigns.
However, it is worth to underline that recently we observe more and more often significant drop of CPM pricing and margins, which may have influence on perceiving ads as more and more intrusive by Internet users (as increase of ad volume is one of side effects of margin drop).
adResponse offerings create entirely new category in the advertising world: becoming a new generation counteraction to ad blocking expansion and also changing the classical advertising into valuable, relevant and delivered at convenient time information. Hence, there are three main target groups that will benefit the most: publishers (save and increased revenue streams and ability to provide ad-free high-quality content), advertisers (being offered an increased reach and two-way communication with ad consumers), Internet users (having control over ad delivery, being shown much more relevant ads).
Online Advertising of course is not a simple business. Many factors are driving CPM, CPC and other CPx-type of revenues. Our adQuickCheck is meant to basically offer you an educated guess of what your potential exposure of revenue losses due to AdBlocking could be.
Technically, we are having a real-time look at your page as any user would, and detect as best as we can how many ads are displayed. We use publicly available traffic statistics for your site (which vary greatly depending on which source you look at) and based on these numbers, we do the calculation.
Feel free to edit some of the values to do the math on your own. Again, whatever we do here will just give you a ballpark figure of your potential exposure. If you want more details, we are happy to perform an in-depth analysis together with you on site.
For more precise measurement and trend monitoring please use our adMeter™ software.
There are many ways to start with us – from a very simple check with adQuickCheck, thru engagement in our adMeasure and adVise offerings.