{"id":117608,"date":"2019-09-24T18:00:00","date_gmt":"2019-09-24T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/4-ways-advertisers-can-thrive-in-the-age-of-ad-blockers\/"},"modified":"2024-12-23T00:38:42","modified_gmt":"2024-12-23T05:38:42","slug":"4-ways-advertisers-can-thrive-in-the-age-of-ad-blockers","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/4-ways-advertisers-can-thrive-in-the-age-of-ad-blockers\/","title":{"rendered":"4 Ways Advertisers Can Thrive in the Age of Ad Blockers"},"content":{"rendered":"

The popularity of ad blockers has skyrocketed in recent years. As of 2019, more than a quarter of US users have installed ad-blocking software<\/a>. But why?<\/p>\n

Their rising popularity can be attributed\u2014at least in part\u2014to the perception that the digital advertising industry has overstepped the mark. According to the 2018 Global Web Index<\/a>, the top three motivations for using ad blockers were:<\/p>\n

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  1. Too many ads<\/li>\n
  2. Too many annoying or irrelevant ads<\/li>\n
  3. Too many intrusive ads<\/li>\n<\/ol>\n

    Ad blockers de-clutter webpages, speed up load times, disable intrusive autoplay videos, and eliminate those annoying adverts that frequently disrupt YouTube videos. With GDPR<\/a> taking effect in 2018 and data-misuse scandals dominating global headlines, internet users are turning to ad blockers as a means to protect their personal data.<\/p>\n

    So, in short, ad blockers present the best-possible online experience… don’t they? Well, it all depends on your perspective. Are you the end user or are you the owner of ads that are being hidden from their intended audience?<\/p>\n

    A perplexing puzzle for digital media marketers<\/h2>\n

    While ad blockers aim to provide users with a simplified web experience, they present serious headaches for marketing professionals. In fact, advertisers are likely overspending or targeting consumers that never actually see their ads. According to a 2017 report by OnAudience.com,<\/a> US display advertisers lost $15.8B in annual revenue due to ad blockers.<\/p>\n

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    How ad blockers handle Google Analytics<\/strong><\/h2>\n<\/td>\n<\/tr>\n

    EXTENSION<\/strong><\/span><\/td>\nUSERS<\/strong><\/span><\/td>\nBLOCKED BY DEFAULT<\/strong><\/span><\/td>\n<\/tr>\n
    uBlock Origin<\/td>\n12.7M<\/td>\nYes<\/td>\n<\/tr>\n
    Google Analytics Opt Out<\/td>\n.7M<\/td>\nYes<\/td>\n<\/tr>\n
    Purify<\/td>\nest. <1M<\/td>\nYes<\/td>\n<\/tr>\n
    Adblock Browser<\/td>\nest >10M<\/td>\nYes<\/td>\n<\/tr>\n
    Firefox Focus<\/td>\nest >1M<\/td>\nYes<\/td>\n<\/tr>\n
    Ghostery<\/td>\nest >4M<\/td>\nNo, but easily added<\/td>\n<\/tr>\n
    AdBlock Plus<\/td>\nest >300M<\/td>\nNo, but easily added<\/td>\n<\/tr>\n
    Adblock<\/td>\nest >40M<\/td>\nNo, but easily added<\/td>\n<\/tr>\n
    Others<\/td>\nest >5M<\/td>\nSome do, others do not<\/td>\n<\/tr>\n
    <\/td>\n<\/td>\n<\/td>\n<\/tr>\n
    <\/td>\nSource: thirty bees<\/a><\/td>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    Another problem is that ad blocking can result in the loss of 8% – 25% of traffic data<\/a> depending on the web analytics tool and browser, which has wide-reaching implications. For example, data collection issues make it more difficult to analyze website traffic, assess user engagement, and attribute conversions by different channels. This, in turn, makes it harder to improve user experiences\u2014so it’s not only advertisers and site owners who suffer.<\/p>\n

    \"iPhone<\/p>\n

    Bear in mind, too, that ad blocking is not only for desktops anymore. Although the use of ad blockers is still more prevalent on desktop than on mobile, it’s expected that mobile ad blocking will continue to rise, especially with Safari\u2019s built-in ad blocker and Chrome\u2019s newly launched ad blocking feature, which removes ads that violate Better Ads Standards<\/a>.<\/p>\n

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