Barry Levine says, “This week, marketing tech company Streamwize is releasing a new product to help publishers deal with ad-blocking users. But, in preparing for its release, the San Francisco-based company said it discovered something essential: Publishers are only detecting a small percentage of the ad blockers used by their site visitors.

The new product, Adtoniq, helps publishers detect blockers and then offers remediation, like asking visitors to disable the blocker or suggesting they subscribe to ad-free versions of content. And, the company says, it can detect nearly 100 percent of ad blockers, while it found that other detectors — notably the popular PageFair — detect only about 20 percent.

To prepare for Adtoniq’s release, Streamwize founder Gary Portney told me, his company set up a test website and employed PageFair, one of the most widely used detectors of ad blockers. Streamwize then visited this site with 10 different ad blockers from desktop and mobile devices, generating about 300 test instances.

The result: only two of the 10 ad blockers were identified by PageFair. That is, this popular ad detector had an 80 percent failure rate.

He added that Streamwize also tested detectors Oriel, SourcePoint and the Interactive Advertising Bureau’s open source detection script, although not as extensively as for PageFair. But the results thus far are essentially the same: they only see a small portion of the blockers”.

Publishers are not detecting most ad blockers, says company behind new ad blocking solution

Martech Today

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