{"id":117559,"date":"2015-10-13T18:37:00","date_gmt":"2015-10-13T23:37:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/whats-all-this-fuss-about-ad-blocking-anyway\/"},"modified":"2024-12-21T05:54:33","modified_gmt":"2024-12-21T10:54:33","slug":"whats-all-this-fuss-about-ad-blocking-anyway","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/whats-all-this-fuss-about-ad-blocking-anyway\/","title":{"rendered":"What\u2019s All This Fuss About Ad Blocking Anyway?"},"content":{"rendered":"

\"Ad<\/a><\/p>\n

We\u2019ve all read in recent weeks about the advent of ad blocking software<\/a> and how it\u2019s impacting the world of digital advertising. \u00a0It’s been reported that nearly 10%<\/a> of all US and about 12%<\/a> of international web users actually have ad blocking software installed on their computers. On the one hand, users have the liberty of deciding whether they want to see an ad unit if they are consuming content on a publisher site — let’s all agree that ads can get sometimes be annoying and distracting — but, on the other hand, publishers are losing out on potential revenue stream if their users are using ad blocking software to stop potential ads from showing. From an advertiser\u2019s point of view, should they be worried that their placements are not being shown? Is the consumer really winning by blocking ads? And in the case that quality and premium content is not made freely to them, are they prepared to pay? These are the questions that are confronting advertisers, publishers and consumers alike.<\/p>\n

The Advertiser Lens<\/h2>\n

Advertisers are wondering what percentage of their ad buys are being blocked as some reports claim as much as 10% of all US web traffic and 12% of all global traffic are being blocked by ad blocking software installed on consumer\u2019s web browser. It’s also safe to say that if advertiser ads are being blocked, they will not be charged if the impression\u00a0is not served, nor will they need to pay for the ad-serving fee. But nonetheless, they may not be reaching their targeted demographic audience if this audience is blocking the advertiser\u2019s ads.<\/p>\n

Advertisers should therefore focus on quality media sources as a means of reaching their targeted audience. These media sources tend to generate better quality content and thus consumers are less likely to want to block any ads on the sites.<\/p>\n

\"Ad<\/h2>\n

The Publisher Lens<\/h2>\n

Publishers can be impacted the most when it comes to consumers using ad blocking software and will lose out on the potential revenue stream that could have been generated if the ads were not blocked. Below is a chart from PageFair\/Adobe highlighting how much revenues publishers are losing each year. Publishers are now coming up with unique digital advertising products so that ad blocking software will not be impacted. On a separate note, not all paid search results are affected by ad blocking software, so major vendors need not worry about losing revenue from these ad blocking tactics.<\/p>\n

\"EffectPublishers can now think of unique advertising placements, like native\u00a0placements<\/a>, which will be harder to block. This doesn\u2019t mean they can’t be blocked\u00a0altogether as, conceivably, ad blocking software developers are also becoming more sophisticated and developing software that can block even native type placements.<\/p>\n

\n \n
\n
\n

\n Stay Forward <\/h2>\n

\n Get exclusive insights into digital
media's top-trending topics delivered
directly to your inbox. <\/p>\n <\/div>\n\n

\n
\n
\n
\n \n