The real cost of ad blockers
Posted on Monday, April 20th, 2009 at 11:01 pm. #
Google AdSense and Google Analytics talk to each other beautifully. So I can see, at a stroke, how well various pages earn revenue.
I can also see information about the ads that display on each page, too. This is useful to know what pages earn revenue (and which pages don’t, more to the point).
Of course, another function of this is to allow me to see exactly how many people are running ad-blocking software.
The front page of Media UK contains one ad. And, of course, it’s one page impression. So, the figures should be virtually the same, right?
Er, ah. No. They’re not.
Google have a lot of good reasons why this should be the case. Taking a look at them, it would appear that either a lot of my users are disabling their cookies (which I’d find difficult to believe), or – more probably – they’re using the rather coyly described “Security (blocking) software”.
The bottom line? I’m losing 14% of revenue to ad-blockers. And, if you’re running ads on your website, the chances are you are too.
I do find it difficult to understand why running AdBlock or the like is not frowned upon by otherwise honest people. It’s somehow acceptable to write and use Web2.0 services, yet block the very ads that pay for them.
If you run an ad-blocker (on your standard, unmetered, broadband connection) it would seem to me that you’re no different to a petty thief.