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Welcome to the Google News Initiative
The Google News Initiative works with publishers and journalists to fight misinformation, share resources, and build a diverse and innovative news ecosystem.
Aula 2 de 9
Learn more about ad blockers
Aumente a receita de anúncios digitais
Estimate Ad Revenue (8:34)
Understand Ad Sizes and Formats (6:29)
Grow Digital Ad Revenue with AdSense (5:53)
Prepare for third-party cookie deprecation
Curso
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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

Windows and Pop-ups Illustration

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
Windows and Pop-ups Illustration
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