Ad Blocker Monetization: How publishers can still make money

Ad Blocking
February 28, 2024 | by Aleesha Jacob

Let’s face it, intrusive ads drove users to install ad blockers. To win them back, understanding ad blocker monetization means respecting their choices. Adblock monetization is no longer a “nice-to-have” for publishers – it’s a survival tactic in the age of intrusive ads. With billions of dollars in adblock revenue recovery at stake, publishers can’t afford to ignore this trend.

Learn how to create valuable ad experiences that users may actually want to see, resulting in adblock revenue recovery and a better experience for everyone.

The Reality of Ad Blockers

Ad blockers represent a direct disruption to the traditional revenue models that have supported online publishers for years. This disruption generates a sense of urgency, pushing publishers to adapt and seek out innovative ways to sustain their operations in the face of this technological shift.

Understanding the Reasons Behind Ad Blocker Usage

To develop effective monetization strategies in an ad-blocking world, you need to grasp why users choose to install these tools. At the heart of it lies a fundamental dissatisfaction with intrusive, irrelevant, and disruptive advertising that degrades the online experience.

Here are 5 primary reasons behind the widespread use of ad blockers:

  1. Intrusive and Disruptive Ads: Pop-ups that cover content, auto-playing videos with loud audio, and ads that slow down page load times create a frustrating user experience. This intrusiveness is a top reason people choose ad blockers.
  2. Irrelevance: Generic, poorly targeted ads that have no connection to users’ interests are not only annoying but a waste of screen space. Constant bombardment with irrelevant ads pushes people towards ad-blocking solutions.
  3. Privacy Concerns: Some ads track user behavior and collect data without clear consent. This intrusive tracking raises privacy issues and leads many users to install ad blockers to protect their online activities.
  4. Performance and Data Usage: Ads can significantly slow down page load times, especially on mobile devices. Additionally, they consume data, which is a concern for users with limited data plans.
  5. Security Risks: In some cases, ads can contain malware or redirect users to malicious websites. The risk of encountering these threats further drives the adoption of ad blockers as a security measure.

The path forward lies in a fundamental shift in the relationship between publishers and their audience. Rather than prioritizing solely the volume of ads, publishers should focus on delivering advertisements that are thoughtfully integrated, respect user attention, and ideally, provide a degree of value to the user themselves.

The Impact of Ad Blockers on Publishers

Here’s a breakdown of the impact of ad blockers on publishers, with specific statistics and figures:

The magnitude of Loss: The most recent estimates suggest ad blockers cost publishers billions of dollars in revenue annually.

The financial impact of ad blockers is a growing concern for publishers. Losses have been steadily increasing year over year. For instance, between 2016 and 2020, Statistica reported an increase in estimated ad revenue loss from $3.89 billion to $12.12 billion in the US alone.

Beyond Direct Revenue Loss: Ad blocking has several indirect consequences for publishers, including:

-Reduced Advertiser Reach: Ad blockers shrink the potential audience for advertisers, hurting publishers who rely on ad-based models.

-Loss of Data & Insights: Ad blocking can interfere with audience measurement and analytics tools, making it harder for publishers to understand their users and optimize content.

Strategies to Monetize Ad Blocker Traffic

1-The Power of User Engagement:

Build a relationship with your readers by transparently explaining the value exchange of advertising in supporting quality content.

Offer a clear choice: Support the site by whitelisting, subscribing, or accessing limited content. Employ polite and non-intrusive messaging for requesting users to turn off ad blockers.

2-Diversify Your Revenue Sources:

    • Subscriptions and Memberships: Offer exclusive, ad-free content, and premium features to paying subscribers. Subscribers or members directly support your work, reducing reliance on ad revenue. This allows you to offer an ad-free experience, appealing to ad blocker users while maintaining a sustainable revenue stream.
    • Affiliate Marketing: Promote relevant products and services and earn a commission on sales. Ad blockers primarily target traditional display advertising. Affiliate marketing offers an alternative – you promote products/services with trackable links and earn a commission if a user makes a purchase. Success depends on choosing affiliate products or services directly relevant to your audience’s interests. This way, recommendations feel more organic and less disruptive.
    • Sponsored Content and Native Advertising: Integrate seamlessly with your website’s aesthetic and editorial tone. Sponsored content and native ads are designed to match your website’s look and feel. This makes them less likely to be blocked and more likely to be perceived as part of your regular content by adblock users.
    • Selling Digital Products: Selling ebooks, courses, templates, etc., builds a revenue stream completely separate from advertising. This diversifies your income, making you less vulnerable to ad blocking trends.

3-Optimize Ad Experiences:

    • Prioritize User Experience: Opt for less intrusive ad formats which blend well with your content.
    • Strategic Placement: Position ads where they’re visible but don’t hinder the user experience.
    • Relevance is Key: Target ads effectively to increase relevance and engagement.

4-Cutting-Edge Solutions:

    • Server-Side Ad Insertion (SSAI): Embed ads directly into video streams, bypassing traditional ad blockers. With SSAI, ads are ‘stitched’ directly into the video stream on the server-side before delivery to the user’s device. This technique makes the ads appear as an inseparable part of the video content itself.
    • Acceptable Ads: Partner with ad blocker companies that have approved ad standards and potentially whitelist your site. Some major ad blocking organizations operate programs that allow publishers to display ads that meet specific criteria. These ads are generally less intrusive, non-disruptive, and clearly labeled.
    • Anti-Ad Blocker Technology: Advanced tools can detect ad blockers and employ techniques to mitigate their impact. These tools employ various methods to detect the presence of ad blockers on a user’s browser. Once detected, they can implement countermeasures, such as:
    • Polite Requests: Displaying messages asking users to disable their adblocker for your site.
    • Content Restriction: Limiting or fully blocking access to content until the adblocker is disabled (“adblock walls”).
    • Alternative Content: Serving different content formats to adblock users, potentially less reliant on traditional display ads.


Paywalls create a direct source of revenue from users willing to pay for content. This reduces reliance on advertising, making publishers less vulnerable to the impact of ad blockers. A core benefit of paywalls is offering subscribers an ad-free browsing experience. This appeals to ad blocker users who are primarily motivated by a desire for uninterrupted content consumption.

Paywalls imply that the content behind them is of premium quality and worth paying for. This can increase perceived value and create a sense of exclusivity. For a paywall to be effective, your content needs to be consistently high-quality, unique, and provide value that can’t be easily found elsewhere for free.

Ethical Considerations for Ad Blocker Monetization

Ethical considerations are crucial when discussing ad blocker monetization strategies. Publishers must balance their right to generate revenue with respecting user choice and maintaining a positive online experience. Ignoring ethical concerns risks alienating audiences and damaging reputation long-term. Key areas to consider include:

  • Transparency: Be upfront with users about the need for advertising revenue and any methods used to monetize adblock traffic. Clearly communicate why blocking ads impacts the ability to sustainably create content.
  • Respecting User Choice: Avoid overly aggressive tactics that force users to disable ad blockers. Offer options like polite requests, subscriptions, or limited content for those unwilling to fully whitelist your site.
  • Prioritizing User Experience: Any ad formats used, even if designed to work around ad blockers, should be non-intrusive and not degrade the overall browsing experience. Prioritize user satisfaction over aggressive monetization techniques.
  • Data Privacy: Be responsible with any user data collected. Use clear privacy policies and obtain explicit consent before tracking user behavior or personalizing ads.

The ethical approach to ad blocker monetization is a long-term strategy. It involves building trust with your audience and fostering a respectful relationship where the value exchange between content and advertising (or other revenue methods) is clearly understood.

MonetizeMore: Your Ad Blocker Monetization Partner

Ad Blocker Monetization: How publishers can still make money MonitizeMore
This is why our clients love us

MonetizeMore understands the challenges publishers face. Here’s what sets us apart:

  • Tailored Solutions: We develop unique adblock monetization strategies customized to your specific website and audience.
  • Cutting-Edge Technology: Our proprietary tools and partnerships give you an advantage in combating ad blockers and maximizing revenue.
  • Data-Driven Approach: We leverage in-depth analytics to continuously optimize your adblock strategy.

MonetizeMore increases your ad revenues with the same number of ads on your site to achieve the best experience for users. Find out how we optimize your ad inventory while keeping user experience a priority. Sign up to become our Premium Publisher.

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