Traffic is increasingly mobile. Mobile ad earnings haven't kept up with desktop. That means more traffic is coming through a channel that has less ad revenue earnings potential. So that's a double punch to the gut for publishers. Now comes a potential uppercut to the chin: Mobile Ad Blocking is trending upwards, partially driven by a concern over privacy.
"Research from AudienceProject, a company that helps publishers understand online audiences, found that 8 percent of mobile sessions detected people using an ad blocker in the U.K., up from 2 percent in 2016. In the U.S., 5 percent of sessions were blocked, up from 2 percent in 2016. In Germany, which has ranked high in desktop ad-blocking use, 13 percent of sessions on mobile were blocked.
For France’s Le Monde, mobile ad blocking has shot up since January, with 20 percent of mobile sessions now blocked, which is close to its desktop rate, said Pierre Buffet, head of digital at Le Monde."
What are you going to do? Block Ad Blocking Visitors? Time to block ad blocked site visitors (at the risk of alienating visitors who might promote your site through social media and links)?
See this as an Opportunity? Stake out a greater presence as other publishers wither and drop out?
Read article here https://digiday.com/media/mobile-ad-blocking-becoming-bigger-threat/ [digiday.com]
