ad reinsertion

Here is the first of three pieces on ad blocking: The Rise of the Anti-Ad Blockers (source: WSJ)

Consumer use of online ad-blocking tools continues to grow. As a result, publishers and media companies have “lost” literally billions of potential dollars.

Now, media sellers are experimenting with ways to limit the impact of ad-blocking on their businesses. Technology companies have been creating new software designed to counteract the effects of ad-blocking.

Some products help websites show ads to users with ad-blockers in ways that are undetectable to most ad-blocking software. This tactic is referred to as “ad reinsertion,” because it helps reinsert ads into web pages that otherwise would not have been displayed.


A third point of view: Fix the User Experience First (source: Digiday speaking with Chairman of GroupM Connect)

Publishers are losing out on ad revenue due to the rise in ad blocking. According to comScore, 16.5 percent of users aged 18 to 24 are employing an ad blocker. Other studies found that 26 percent of time spent watching video on desktops in the U.S. was not monetized due to ad blockers.

GroupM, the media-buying giant, is closing off a growing alternative for publishers beset by ad blocking, called “ad reinsertion.” That method enables publishers to deliver ads to users who have ad blockers installed.

But GroupM isn’t buying it. “It’s addressing the symptom, not the cause,” said Chairman Montgomery. “Let’s fix the user experience first and then we can engage with consumers and tell them that … we made the experience as light as possible…”