Native ad network launches new anti-adblocking technology

Native performance advertising network MGID has launched new anti-adblocking technology this week, which promises a 100% yield retention for publishers.

Ad-blocking cost publishers an estimated $22bn worldwide in 2015 and has grown by 41% over the last year, according to a report by PageFair and Adobe.

MGID serves lifestyle and entertainment publishers with billions of content impressions per month. It uses a patent-pending engine to analyse factors including geography, device choice and behavior to predict how consumers will interact with online content.

By putting the choice into the users' hands, ads are viewed in better context, increasing the revenues for publishers

Its new anti-adblocking solution doesn't slow down publisher site performance, nor does it require site recoding, the company said. The tech is based on the DEAL concept, developed by the Interactive Advertising Bureau (IAB), and gives three levels of real-time anti-ad blocking:

Level one: Notice

With this, users see a dialogue window asking them to disable their ad blocker in order to display free content. They can exit the dialogue and continue as normal, or exit and disable ad-blocking. The publisher has control over the dialogue frequency, for example once per page or every 60 seconds.

Level two: Access Denial

This level 'dims' site content upon detecting ad-blocking software. It then shows the user a dialogue window asking them to disable their adblocker to restore content visibility. This window appears once per page until the user disables their adblocking software.

Level three: Ad Reinsertion

This is the most "aggressive" level and bypasses the consumer's ad blocker, delivering an uninterrupted user experience, with MGID's advertising reinserted in its original placements. 

A dialogue box tells users of the bypass and suppressed adblocking tech is displayed. This solution works automatically with Google Chrome but publisher-side setup is required for other browsers. 

The company's hoping for a 40% success level with adblocking software users by using levels one and two - but says it predicts a 100% success rate for its third level, said Michael Korsunsky, MGID's CMO.

"Ad blocking has become a challenge for publisher revenue," said Michael Korsunsky, MGID's chief marketing officer. "The advertising community is in the process of adjusting to audience preferences, and by putting the choice into the users' hands, ads are viewed in better context, increasing the revenues for publishers," he added. 

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