Learn more about ad blockers
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Recover ad revenue lost from ad blockers
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What are ad blockers?
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Ad blockers are browser extensions that prevent ads from being displayed when they visit your news site.
37% of people use ad blockers.
💡Best practices
- Inform your audience
- Ask directly
- Consider AdBlock as part of your strategy
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Explain how ad blockers affect you
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50% of people who use ad blockers allow ads on at least one site. Being transparent about how ads support your journalism helps your audience understand why it’s important.
💡Best practices
- Incorporate your mission, like, “Help shine a light on stories in the dark”
- Explain how ads support you
- Show repeat visitors how often they visit with an article counter, like “You’ve read 10 articles this month! Consider supporting us by unblocking ads.”
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Ask for permission
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54% of people who use ad blockers don't know what the term "allowlist" means.
An “allowlist” refers to the list of websites someone has approved. It's a technical term, which can be useful when talking to people with that expertise, like engineers, but can confuse or alienate your audience.
💡Best practices
- Ask for permission, rather than describing the action, like, “Allow ads” or “Allow ads?”
- Avoid jargon like “allowlisting” or “whitelisting”
- Show your message multiple times
Learn more about how to increase a button’s clickthrough rates.
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Consider ad blockers as part of your strategy
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48% install ad blockers because of annoying ads.
💡Best practices
- Remove intrusive ads, like pop-ups
- Offer an ad-free subscription instead of blocking ads
- Consider making your ask non-dismissable, which might reduce how many people use AdBlock, but might cause them to leave your site
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