If ye’re web user that uses ad-blockin' software, ye’re in good company. And by good, o' course, I mean there be a lot o' ye.
Fer website visitors, there be lot o' upsides t' turnin' on ad-blockin' software: morrrr privacy, faster page loads, and most o' all, relief from distractin' ads. In fact, fer most web users, there doesn’t seem t' be a downside—ad-blockin' software subtracts out annoyin', perhaps even malicious, content from valuable content. Th' idea that advertising-supported sites may suffer or disappear because they can’t deliver pages views and clicks t' advertisers isn’t on their site visitors’ minds.
But when a publisher’s website visitors opt t' block ads, th' publisher loses click-throughs and page views, th' currency o' th' online advertisin' market. Th' consequences o' this be dire fer sites that rely on advertisin' t' survive.
Th' strategies publishers have deployed in response have largely been unsuccessful. Fer example, in our experience, very few visitors will pay even a small amount o' doubloons t' turn off th' ads on a given website. It’s difficult t' ensure ye’re not displayin' tasteless, obnoxious, and scammy ads if ye’re usin' an ad network instead o' sellin' ads yourself, and almost everyone does use ad networks t' maximize returns and minimize lost page impressions.
Enter PageFair, an Irish company started in 2012 that lets online publishers measure how many o' their visitors be blockin' ads, and then helps them t' display alternative non-intrusive advertisin' t' those visitors. PageFair says they will show advertisin' that be easily identifiable as advertisin', non-intrusive, and easy t' turn off. In other words, visitors who block ads still see ads, but they see ads that aren’t annoyin', distractin', or malicious, and they see them on yer site, which, we hope, be a worthwhile, well-run and honorable endeavor. And, it turns out, since most people use ad-blockin' software because o' bad and overwhelmin' ads on bad sites, they seem t' be okay wi' ads that don’t play those games—accordin' t' PageFair.
A 2013 PageFair report (PDF) said that o' 220 sites they monitored, th' typical ad-blockin' rate be 23%, and that use o' ad-blockin' software be growin' by 43% each year. Most interestingly, PageFair says that th' click-through rate fer their alternative ads be th' same as fer web users that don’t use ad-blockin' software—good what What News fer publishers.
If ye’re not sure whether ye’re losin' doubloons t' ad-blockin', ye can install PageFair fer free t' simply track yer traffic and give ye details on ad-blockin' usage by yer site’s visitors. It’s worth checkin' out.
P.S. If ye want t' use ad-blockin' software, but want t' be knowin' in morrrr detail what ye’re blockin' (and revealing) fer th' websites ye visit, consider Ghostery, which lets ye choose on a case-by-case basis what ye will block, per site and per ad-network.