Today, Adblock and other ad blockers are commonplace and indispensable components of the digital advertising industry. Blockers were created as a response to excessive advertisements on websites; they are specifically designed to prevent intrusive ads from displaying. But ad blockers shouldn’t be viewed as being inherently good or evil. In this article, we look at the many aspects of Adblock and its influence on internet advertising overall, particularly on CPA marketing and CPA tracking.
Adblock and CPA marketing
The explosive increase in internet devices, internet users and different ad blocking solutions is driving the adoption of tools that selectively or completely block Internet advertising on users’ screens. At the same time, we also see the continuous development of blockers’ technical features and abilities to filter out intrusive ads, allowing them to selectively exclude unwanted advertisements.
And while user demand for blocking intrusive ads drives adblock software development, there is a counter effect to this trend, too. Publishers are developing new technical solutions to ensure that their ads are impervious to blockers, thus protecting the publishers’ ad revenues.
Successful publishers now optimize traffic processing within the current adblock ecosystem. In this respect, it makes sense to observe and evaluate the competitive advantages of the CPA marketing business model as one of the best solutions for successful interactions with ad blockers. In most cases, along with targeted traffic, suitable offers and built-in promos (primarily, DeepLink), this model is much more profitable in comparison to “traditional” banners.
Ad blocking: origin of the trend
Many web pages today are overloaded with intrusive ads and the quantity of the ads has negatively influenced the quality of the information that is displayed.
The aggressive expansion of pop-unders and click-unders are precisely what has led to an imbalance between ads and free content.
This imbalance has become even more pronounced since the development of mobile technologies. It is indeed an awkward experience when advertisements aren’t optimized for mobile devices.
In 2016, PageFair, a company that monitors ad blocking and looks for solutions to minimize risks from adblock technologies, noted a 30% increase in the use of adblock programs globally, influenced by the popularization of mobile devices among Internet users.
According to PageFair’s December 2016 data, Adblock has a 6% presence in Russia, 13% in Ukraine, 10% in Belarus and 3% in Kazakhstan.
PageFair data on US use shows that males are the largest group of ad blocker users, across all age groups.
In January 2017, Adblock’s agenda was updated with statements from established advertisers and brand managers who supported the qualitative improvement of advertisements to increase sales and build a transparent and clear ad ecosystem.
Currently, advertisers want to regain the loyalty of customers all over the world and improve the quality of the advertising infrastructure. Publishers don’t want to lose out on traffic monetization. A solution that meets the needs of the users, the advertisers and the publishers is needed.
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