Limited Time Offer: Save 30% on PRO with code GETRESULTS »

Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

The Biggest Tech Challenges of Today's Digital Publishers

by Hadas Moked  |  
August 10, 2016
  |  2,013 views

As the ad tech industry continues to rapidly develop, many publishers find themselves facing inevitable challenges.

Among the wide range of concerns are ad blockers, a lack of technological resources needed to support all ad formats and traffic, an overreliance on social media, and the prevalence of irrelevant ads.

1. Ad Blockers

With an estimated 200 million people around the world using ad-blocking programs, this technology has long been a growing source of tension in the ad tech industry. Sources estimate that ad blockers cost publishers almost $22 billion in lost revenue in 2015.

Can publishers find alternatives for ad-blocked revenue? Anti-ad-blocking start-ups and technology have started to provide solutions. Some publishers have begun blocking visitors to their sites if they've turned on their ad blockers.


Other publishers charge ad blocker users for access or ask users to disable their ad blockers in exchange for a user experience with fewer ads. Working with ad blockers on whitelisting certain ad placements or ad formats is also proving effective.

Meanwhile, some publishers prefer to engage in a (futile) race with ad blockers to see who can bypass each other's codes first.

Other alternatives include displaying unobtrusive ads, like native advertising units, which may not be detected by ad blockers. But that requires publishers to have certain technological skills.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Hadas Moked is senior account manager at Brightcom, a global ad tech company that provides clear solutions in an increasingly complex programmatic ecosystem.

LinkedIn: Hadas Moked

Rate this  

Overall rating

  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
  • This has a 4 star rating
1 rating(s)

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!