Last week, we sent an email to our clients, publishers who have trusted Adcash to help them monetize their sites. Since then, many have asked me why we are so strongly against adblockers as to declare such a public war on them?
On the surface, adblocking is a business like any other, but with one glaring exception: They misrepresent themselves as noble guardians of the online community, protecting users from abusive advertising practices.
Scratch a little beneath the surface and you will see that their business model is anything but civic-minded. Using the same technology as malware, they block and alternate content on other businesses’ online properties. In the offline world, I cannot deface billboards of advertisers who won’t pay protection money to me. How then, is it fair for adblockers to block your ads unless you pay to be whitelisted? The same is true if you are a web-site owner. This is nothing more than naked racketeering. In a free market, it is your fundamental right to earn a profit from a well-executed idea!
Let me state plainly: Adblockers’ profitability is based on the ransom it collects from holding the industry hostage.
Piece by piece, adblockers have been dismantling the online advertising industry for many years. In 2016, it is estimated that $41.4 billion in ad revenue will be lost due to adblockers. That’s fine for them, as their revenue is expected to grow by 40% in 2016. This is not an abstraction; for every dollar they make, a dollar is taken from a publisher’s pocket. This results in a minimum 30% loss in ad revenue. When you are blocked from earning money from your idea, scaling it will be difficult and you may have to cut costs, thereby compromising content quality.
For years, this fight has been conducted quietly, as all publishers have been trying to find tools to bypass adblockers. Recently, it has become increasingly public because of adblockers’ overreaching. In fact, they are blocking publisher business to the extent that once promoter of adblockers, IAB, has even intervened.
From the beginning, we made a commitment to our publishers to help them succeed through monetizing their content. To that end, we have been exploring ways to help our clients bypass adblockers in a fair and legal way. I am excited to announce that we have been testing a new in-house technology called Adcash Anti-Adblock Solution to secure your revenue. The results have been nothing less than astonishing as this technology gives publishers back their ad revenue. I’m happy that we at Adcash can say to our clients, we are making good on our promise to help you succeed.
Kind regards,Thomas Padovani