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Mobile Ad Blockers on the Rise

Posted on Saturday, June 30, 2018 at 10:47 AM

In the news: Increased use of mobile ad blockers are presenting publishers with new content delivery headaches.

Publishers have offset some of the damage done by desktop ad blockers, but mobile ad blocking apps are on the rise. Lucinda Southern of Digiday.com writes, "Publishers' mobile sites typically aren't as lucrative as desktop, but as people become increasingly mobile, there's concern that ad blocking will take a bigger bite out of their mobile business as publishers can't monetize those audiences with ads."

Publishers may try to require ad block disabling to view mobile content, but they may still have an uphill climb ahead of them, says Southern: "Another potential headwind for publishers will be the ePrivacy directive in Europe, requiring publishers to let consumers choose if they want to be tracked." Read more here.

Also Notable

Sponsored B2B Content

In a recent Foliomag.com piece, Greg Dool examines how B2B publishers ALM and North Coast media are leveraging sponsored content. The path to success is hardly carved in stone: "While it's hardly a novel idea that effective sponsored content needs to be worthwhile to its target audience," he writes, "the inherently collaborative process involved in ensuring that sponsored content not only meets editorial standards, but is delivered effectively to readers, is anything but simple -- and often vexing." Sponsored content has long been a controversial proposition, but opinions are shifting on it. Readers are more aware of sponsored content (and, thanks to smart design decisions by some publishers, can more readily recognize it), and advertisers and publishers are getting better at delivering native content that is of actual interest and value to the audience. Read more here.

Competing with Facebook and Google

Publishers have come to rely on Facebook and Google for content exposure, and they divert some 60 percent of their ad spending to this "duopoly," reports Ryan Kelly of AdWeek.com. So how can publishers develop ad strategies that compete with these two online giants? Kelly discusses paid subscriptions and cross-publisher partnerships (like Condé Nast and Hearst's joint PubWorx venture). Read more here.

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