The publisher is limiting access to its website for some ad-blocking visitors

http://www.wsj.com/articles/new-york-times-experiments-with-ways-to-fight-ad-blocking-1457378218?mg=id-wsj

Quite a few doing this lately, easy enough to hit the back-button and find the next source for sure.

One wouldn't play the video, but text was there, which was a bonus for me as that's what I prefer.

I take it adblocking has surpassed the 10-12% geek bracket. Anyone know what the real numbers are lately?

Travoli will cover the backroom view of this at Hanoi.

https://blog.pagefair.com/2015/ad-blocking-report/

http://www.statista.com/statistics/445649/adblocking-penetration-rate-in-the-united-kingdom-by-device/

Ad Blocking cost in the US, 2013-2016. If this is to be believed, the cost is expected to double this year.

http://prntscr.com/acqvxz
http://www.statista.com/statistics/454473/ad-blocking-cost-usa/



Lots more

Google search for site:statista.com ad blocking united states 2016

Interesting numbers, and no wonder the sleeping giants have awoken with those revenue numbers basically doubling YoY. Too bad they haven't figured out how to quit cramming it down our throats, and seemingly will just commit suicide.

I'm looking for actual % of site visitors though, and that still seems low from what I can find.

>%

I think Trav has real numbers from his network. I know he was telling me his tech-savvy advertisers sponsors went on Yellow Alert last season and were hustling to get their act together asap.

>Too bad they haven't figured out how to quit cramming it down our throats, and seemingly will just commit suicide.

What we haven't comes to terms with yet, is that we've already entered what will eventually surface as a *huge* disruption in the first world -particularly the US. That is, ad-supported media.

Quote from: Drastic on March 08, 2016, 08:25:41 PM
I'm looking for actual % of site visitors though, and that still seems low from what I can find.

I was too, but couldn't find anything for 2016.

Also it might depend on your niche. If 2% of users globally block, but you run an IT security blog or, say, Th3 Core, your percentage will be a LOT higher.

>I was too, but couldn't find anything for 2016.

ah ok, the latest I could find this morning is 1.5 yr old data, and not sure on the sample but adobe took part:
https://pagefair.com/press_release/pagefair-2014-report/

Back then 27.6% of all US users were running adblock. I suspect that's pushing 35-40% now. Probably snowballing now.

>What we haven't comes to terms with yet, is that we've already entered what will eventually surface as a *huge* disruption in the first world -particularly the US. That is, ad-supported media.

How do you think this will play out? Dotcom morgue all over again?

>pushing 35-40% now. Probably snowballing now.

Agree. And the new smartphone manufacturers' initiative to just kill ads by default is really going to ramp up this issue given that something like 60% of viewing is done on mobile now.

>ad-supported media.
>How do you think this will play out? Dotcom morgue all over again?

I'm more worried about the producers. If we kill -say- all network tv because their 'traditional' $$-infrastructure dies, then where is Netflix going to get tv content?

I pay for some content directly

- NPR ($10/mo)
- about $20-25/year to a handful of podcasts I really like (The Moth comes to mind..., Radiotopia... I'd need to look to remember the others)

What I almost never pay for is text. However, I *wish* I could, but I do not want to subscribe to 17 newspapers and 50 magazines and 150 blogs just to get beyond all the fractionated paywalls. Currently, it's like a cable TV subscription where you would have to subscribe to a show, not a channel or a collection of channels on the one hand or buy individual episodes for small amounts on the other.

I would love to see one the reader services like Pocket and Feedly charge a nominal fee per article, no ads, 70% to the content producer. Based on earnings from banner ads, I would say $0.01/pageview would be far more than most pure content sites earn now and it would be nothing. Alternatively, I might opt for aggregated subscriptions (like Amazon Prime for television or Elsevier for scholarly journals).

I really see the future of the web to be like other media - some free and entirely ad-supported, some paid. In other media (print, television, film, radio), I have completely and 100% opted out of fully ad-supported media (obviously print magazines live and die based on ads and NPR has "underwriting"). I would simply like to be able to do the same online.

I see a very hard line forming among 20-30yr olds that says "I ain't paying for a damn thing! Period. End of story." They've been conditioned by ad-supported content and will not, imo, make the transition to paid.  I think I see the shadow of that sentiment in the cable-cutters, where a significant number are dropping cable but not replacing it at all in terms of viewing time. No netflix, no hulu, just drifting off.

I had a customer mad because his ad wasn't showing on my site. I tried to figure out the problem for hours.

He was using an ad-blocker.

We'll be switching to all custom ad-serving with an upcoming redesign. Goodbye Doubleclick.

I used to embed the ads for monthly sponsor in the code as part of the page itself. That's not a solution for rotated ads, but for big dog sponsors who want a presence on a page or site, it's eventually going to boil down to this.  Right now, the blockers are targeting the known ad-servers and ad-related kws. Eventually, they're going to start blocking code similar to that page-ripping extension I was using.

Highest we have measured with any confidence is 43% ad blocker usage on one site. Not good for a business that didn't have a viable alternative.  I've seen higher still in some segments (reddit traffic to techsites, German traffic to tech sites etc).

"ramming down throats"

The problem is that ad blockers are largely indiscriminate.   Publishers who play nice with ads are the worst hit.  Those who are happy to be super-aggressive and don't give a crap about the users will just ram harder: force ads on the anyway, ramp up ads to non-blockers to compensate, hide ads as content and screw over the users in every other way to earn a $.   Good guys just see revenue drop.