Ad Blocking Is Now a Chronic But Manageable Condition
Ad blocking, which was once treated as a mortal threat to publishers, has now become a chronic condition: They might die with it, but they’re more likely to have been killed by other causes.
The good news: ad blocking rates appear to have flattened — and crucially haven’t yet made the leap to mobile, where most traffic growth is happening. Still, publishers are not exactly in the mood for popping corks of champagne. Besides being beset by a host of challenges– the rise of the Google-Facebook duopoly to an over-dependence on platforms to a depressed digital ad market — ad blocking is still seen as a menace.
“I’d say ad blocking is still in the top three priorities for most publishers,” said John Barnes, chief digital officer at Incisive Media. “Whether they are B2B, paid or open access, everyone needs to have a revenue model that includes some advertising.”