{"id":8025,"date":"2021-06-24T17:11:00","date_gmt":"2021-06-24T11:41:00","guid":{"rendered":"http:\/\/www.www.adpushup.com\/blog\/?p=8025"},"modified":"2022-08-30T16:03:40","modified_gmt":"2022-08-30T10:33:40","slug":"how-to-recover-ad-revenue-lost-to-ad-blocking-and-new-viewability-metrics","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/how-to-recover-ad-revenue-lost-to-ad-blocking-and-new-viewability-metrics\/","title":{"rendered":"How to Recover Ad Revenue Lost to Ad Blocking (+ New Viewability Metrics)","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Consumers are not interested in ads. They want uninterrupted experiences. The fact that there are 225 million consumers who are active users of ad block[ers] tells you that they\u2019re saying: \u2018No. I don\u2019t want your ads.\u2019<\/p>

\u2014 Raja Rajamannar, MasterCard\u2019s Global CMO<\/p><\/blockquote>\n\n\n\n

If you wrote about financial services, Raja is the type of potential advertiser who might have bid for your impressions.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Your impressions are a proxy for your audience\u2014advertisers aren\u2019t paying to stick their ads on all corners of the internet. They\u2019re paying for their message to be seen, <\/em>and the ability to reach and influence a specific set of audience.<\/em><\/p>\n\n\n\n

<\/p>\n\n\n\n

But why would your audience actively choose <\/em>to be irritated by intrusive advertising, when they can just enable adblock and save their bandwidth? Mostly, they won\u2019t.<\/p>\n\n\n\n

And this means you lose ad revenue.<\/strong><\/p>\n\n\n\n

<\/p>\n\n\n\n

If you have an audience, giving them a clean browsing experience is key to monetizing effectively without sending them to better websites or adblock. It highlights your worth as a competent publisher.<\/p>\n\n\n\n

Ad ops and UX are related: Your job may be to increase revenue, but if your methods prove to be detrimental to site experience and drive away users, you\u2019re ultimately sacrificing revenue by depleting audience.<\/p>

<\/p>

On the other hand, facilitating well-targeted, unobtrusive advertising may please and even build your audience; help you identify influencers; and certainly make your advertisers happy campers.<\/p>

\u2014 Gavin Dunaway, Editor, AdMonsters<\/p><\/blockquote>\n\n\n\n

Unfortunately, publishers often overlook the bigger picture in face of short-term revenue.<\/p>\n\n\n\n

We have let the fine equilibrium of content, commerce, and technology get out of balance in the open web.  We had, and still do have, a responsibility to educate the business side, and in some cases to push back. We lost sight of our social and ethical responsibility to provide a safe, usable experience for anyone and everyone wanting to consume the content of their choice. We need to bring that back into alignment, starting right now.<\/p>

\u2014 Scott Cunningham, SVP, Tech and Ad Ops, IAB<\/p><\/blockquote>\n\n\n\n

Here are a few tips from ad ops world<\/strong> that will give you a new outlook on UX optimization<\/strong> and how it is connected to revenue. (PS: We talk about this <\/a>a lot.)<\/p>\n\n\n\n

\n
\n

Table of Contents:<\/p>\nToggle<\/span><\/path><\/svg><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n