February 04, 2016

Adblocking and Performance Marketing: What You Need to Know

Adblocking Schaaf-PartnerCentric

Unless you spent 2015 living under a rock, chances are you’re well aware of adblocking and the shift it is causing in the digital marketing landscape. But what does adblocking really mean? And how does it affect you as a performance marketer? Let’s explore…

Break It Down
Adblocking, in the simplest sense, is selectively choosing content when visiting a website or an app, in turn ‘blocking’ the content the user would not like displayed. Most of the time this is done through a browser plug-in, which checks against a blacklist of domain names/ companies and removes sponsored images and ads before they are displayed on a given page.

But Why?
There are a few big reasons consumers choose to use adblockers. The first is privacy. Often ad networks are collecting data on each impression, click and page visited – which can then be matched on the back end with user data. Understandably, many consumers would like their online browsing and purchasing history to be private and install adblockers accordingly.

Adblocking lost revenue

How Many People Are Adblocking?
A lot, that’s how many. Recent reports have estimated that the number is around 10% of online consumers and constantly climbing. That equates to around 198 million people running adblockers each month. While adblocking has been around since 2010, it has really only gained traction in the last two years with mainstream consumers. The more important question you should be asking is how much money is being left on the table – which is over $20 billion in revenue was lost in 2015 alone.

How Does Adblocking Impact Affiliate Marketing?
Bloggers, website owners and publishers produce a large chunk of free content that utilizes ads to generate revenue. As adblockers continue to rise in popularity, the way in which publishers are compensated for the content they produce will have to change accordingly. Websites, advertisers and publishers will all have to prioritize the consumer experience and truly consider how ads are best received. Influencer marketing and native ads will continue to rise in popularity. As we’ve seen in the past, affiliate marketers tend to be at the forefront of digital trends and this will be no exception.

Whether you are an advertiser or an affiliate, we’d love to help you as you navigate the changing performance landscape and figure out how to best approach adblocking. Whether it is through REACH or simply adjusting your current affiliate marketing strategy, we’re here you to help.