“It’s a pretty big number,” he said.
Raptive is part of the Acceptable Ads program, run by Eyeo on behalf of the Acceptable Ads Committee, which serves ads that fit specific criteria to people who have chosen to block them. The number of people opting into Acceptable Ads has increased by 42% between the first quarter of 2022 and the second quarter of 2023, crossing the 300 million mark, the company said.
As such, Raptive has been able to deliver 2.7 billion ad impressions to ad blockers, facilitated by Eyeo’s Acceptable Ads standard, according to estimates from Eyeo. Raptive has recouped millions of dollars in the past.
Elsewhere, Morrisroe said that publishing sites have seen an annual recovery of 12-15% in ad revenue by using Acceptable Ads.
Niche publishers, particularly those with a direct focus like providing weather updates or running calculator sites that heavily rely on a monetization model through display ads, face a higher risk from growing ad-block rates.
“[They have] 10 direct competitors in search, and people can jump to other sites easily,” said Morrisroe.
To mitigate the risk, Morrisroe said, publishers can use models where people are rewarded with some free content in exchange for engaging with an ad, already seen in some paywalled sites and games like Candy Crush.
“The open web is going to end up being a lot more like this,” said Morrisroe. “It’s going get more complex and specific to who this user is, where are they coming from, what’s the RPM and how you optimize that.”
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