Paywall bypassing and ad blockers: the impact of ad blockers on your subscription model
This article has been translated & edited from an original published in French by UnNest, a consultancy company of Marketing Technologists, helping marketing teams to take control of their data to better reach their business goals. Find the original here.
Ad blockers are increasingly popular amongst digital consumers, offing an ad-free browsing experience and more privacy, among other benefits.
But their impact for publishers and online businesses is widely misunderstood, or not even known at all. Whilst these tools effectively block certain advertising scripts from being triggered, they can also have a much greater impact on a site’s revenue — including their ability to measure visitor numbers, trigger website features and even limit access to content via a paywall. In short, ad blockers can undermine the two primary digital revenue models for publishers — advertising and subscription.
This article will look at the impact of ad blockers on a publisher’s paywall and subscription strategy, with the example of the French media, La Revue du Praticien. Specifically, how can you continue to block premium content with a paywall when readers are using an ad blocker?
