Ad blocking? No problem. Welcome to AdTechMedia!
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Today is an exciting day for us. We launch an experimental product that will solve ad blocking challenge fundamentally. Welcome to AdTechMedia — the innovative Advertising Technology for Media companies. We empower publishers and content providers to monetize their content through complimentary revenue streams (e.g. native advertising or native micropayments). Our solutions are white-label, data-driven and realtime.
The Story Behind
“Almost two years ago, while I was working for a Fortune 50 media company, my friend and colleague Barin asked my opinion on digital media paywalls” — recalls Eugene Istrati, AdTechMedia co-founder. “I told her that I’m not a fan of paywalls, but considering the rise of ad blockers, we should start the conversations with other groups within the company in order to address this challenge. Fast-forwarding to July 2016, on a lovely warm (but too humid) New York City weather, we’re debating over drinks with close friends why micropayments will NOT solve the ad blocking problem. That was the deciding moment when me and my partners agreed it’s time to experiment.”
The Ad Blocking Challenge
Eugene thinks that ad blocking is an amazing phenomenon that happened to online publishing because users have been empowered with capabilities to get rid of ads abusing content providers. “I love reading good content, but I hate when my experience is constantly disrupted. It drives me so crazy that I’d pay a small fee to get rid of them.” Looks like he is not the only one. Recent report by IAB and C3Research shows 26% of users surveyed block ads on computers and 15% block ads on smartphones.
Same report shows that two-thirds of U.S. consumers using Ad Blockers could be convinced to uninstall their ad blocking software. How to win them back?
- Give users control: Video skip button, thumbs up/down ratings, etc.
- Assure users of site safety: Provide guarantees that site and ads are secure, malware and virus-free, and won’t slow down browsing.
- Don’t disrupt their flow with: Ads that block content, long video ads before short video content, ads that follow down the page, autoplay, slow loading (especially on mobile), pop-ups, or full page ads.
Even for the remaining one-third, or Loyal Blockers, there are methods to get them on-board through:
- Polite messaging to turn off their ad blocker in exchange for viewing content.
- Block content from users of ad blockers who do not turn off their blockers.
Why is Ad Blocking a Problem?
Still not convinced? eMarketer claims that US Ad Blocking to Jump by Double Digits This Year:
And to make it triple convincing, Juniper Research anticipates US$ billions in lost revenue in their latest Digital Advertisers vs The Ad Blockers report:
AdTechMedia as a Service
Eugene continues his story: “The timing is right and the market size is big enough to start experimentation. So we took couple of articles from The New York Times and The Washington Post, and decided to implement the most simple and intuitive user experience we could achieve quickly, to allow readers decide who pays for content. The goals were to make as less changes as possible to existing content, while keeping the existing layout and underlying technology intact. We ended up with white-label, data-driven and realtime solution that actually works.”
Couple of weeks of experiments have been shared with small groups of content readers. The results speak for themselves: 100% of users chose either to use native micropayments route or native advertising alternative. “More than that, when asked if they’d bother to copy the title of the article and google for free alternatives, readers on mobile devices said unanimously NO, while some readers on desktop said maybe. We published the most successful experiments on our demo website” — concludes Eugene.
What’s Next for AdTechMedia?
Eugene thinks the future is very promising: “We are fortunate to embrace the most user friendly solution. This is so powerful that it doesn’t matter if you are a Fortune 50 media company or a young promising blogger who didn’t get a chance to shine, we will be your trusted revenue partner.”
In summary, AdTechMedia is saying “Hello World!”: