For many, the answer to this question has already been decided. Over one in four internet users in the US currently use blocking technology to prevent digital ads from loading and being displayed on a webpage. US publishers lost nearly $16 billion due to ad blocking in 2017. The loss is expected to rise to $27 billion by 2020.
The prevalence of ad blocking is much higher outside the US, and worldwide, the trend is growing steadily. How we got to this point is clear. Some ads have been—and still are—abusive or abrasive to the visitor. Industry associations, such as the IAB, have studied ad interaction and determined the top annoyances and complaints with digital ads. Actions such as pop-ups that obscure content. Sticky ads that block most of the page even when the user scrolls. Audio-playing video ads that start automatically. These aggravations are being addressed through new standards set by industry associations and the self-policing of vendors throughout the advertising chain.
While cleaning up annoying ad practices may help stem the use of ad blockers, it addresses only one issue. Increasingly, users employ ad blockers because they don’t trust publishers and other types of websites. Users are, rightly, concerned about their privacy. Who is collecting information about them? What are they doing with it? With whom do they share it? Even more worrying, users fear malicious threats propelled by malvertising and stealthy injection into the structure of a reputable site.
Publishers need to regain the trust of their customers. What steps have you taken to examine all of the third-party code and calls on your site? How is that even possible? Can you guarantee your visitor’s privacy? Can you protect visitors from harm?
Regaining trust and addressing privacy and security matters requires a wholly new approach to the way you manage your site. To date, reviewing or reworking the third-party involvement with your website was impossible or nearly impossible. Plus, it’s a dynamic situation with code and calls changing all the time.
Apomaya revolutionizes the approach to managing third-party interactions. The Apomaya Unity Hub converts all third-party code and calls, changing them to first-party. Transforming third party interactions to first party interactions gives you complete visibility and control over what is happening:
- You can prevent user data from leaving your site and enforce its proper treatment.
- You can find dangerous redirects and malicious code and prevent them from affecting users.
- You can regain control of your website and then regain the trust of customers.
Once this happens, ad blockers are no longer necessary. They can be unblocked or users can be convinced to turn them off.