Consent is the New Reality
What doesn’t work, and why Consent-Based Technology™ is the optimal way to solve ad blocking issues.
Your Audience Is In Charge
As ad blocking increases and consumers take more control than ever over their online experiences and now backed by governments and new laws, there are few ways that publishers can attempt to solve the impact of ad blocking. And while ad blocking has little to do with GDPR and other similar laws and regulations per se, when a consumer using an ad blocker consents to GDPR, most of the services they are consenting to, still remain “blocked”. The use of ad blockers is not going away.
Asking a user to whitelist your site
When an ad block user is asked to turn it off, you are asking them to effectively accept all the protections and reasons that drove them to use a blocker in the first place, and that’s why most don’t. You’ve seen many sites attempt this, later to remove it. On mobile whitelisting becomes even more challenging and for users that are on networks, whitelisting is impossible.
Advertisers paying to be whitelisted “acceptable ads” (the extortion fee)
While some publishers have gone this route, it is not sustainable. The companies that take part in this are losing market share, in part because of this approach. Second, it is quite easy to block “acceptable ads” and more users are doing this. These companies have “stolen” your audiences and are asking publishers to pay up to get access to those same audiences. It’s a shakedown, clear and simple.
Asking users to pay
Great approach, but most consumers won’t pay for content at this point. Some premium publishers can do this effectively, but a vast majority can’t. Most publishers won’t make enough revenue to make up for the losses in advertising revenue.
Forcing ads through an ad blocker
This blatant approach is not only unsustainable, it simply erodes audience trust, degrades brands, both publishers and advertisers and it draws the attention and ire of the developers behind ad blocking.
Consent is the key
At Adtoniq, we have long held the belief that the resolution of this escalating crisis requires a change in thinking and action, recognizing that consumers now have the power to decide what is acceptable and practices that will not be tolerated. There is only one way that we see this working; getting consent from a user. It shows an understanding and respect for those that have chosen to use an ad blocker for whatever reason. Simply put, companies need to offer consent based engagements that gives consumer choices within their digital experiences, what we call the Consent-Based Economy.
Foundational building blocks have been around for years such as the attention economy and permission marketing, famously presented in a book by Seth Godin. In the Consent-based Economy consumer engagement will transform over time, rebuild mutual respect, increase consumer interest, trust and attention that in turn will lift brand value and create new revenue streams back to brands and publishers and directly address many of the issues facing the industry today.