As consumers turn to ad blockers to avoid advertising on their mobile and computer screens, marketers and content providers who depend on pitches to pay the bills are searching frantically for ways to counter the pesky programs. BlockIQ offers them one.
BlockIQ, owned by AdSupply, which recently merged with Adaptive Medias, has launched BlockBypass. The software can detect users of the popular ad blocker AdBlock and perform a number of countermeasures, including circumventing the ad blocker.
Websites can configure BlockBypass as aggressively as they wish. They can just educate a visitor about the harm of ad blockers to websites that depend on advertising to stay alive. They can refuse to serve content to a visitor until an ad blocker is disabled for the website. They also can choose a nuclear option and bypass the ad blocker altogether.
“The incredible growth of ad blocking has reached the tipping point where sites will no longer be able to operate,” BlockIQ CEO Justin Bunnell said.
In the last 12 months alone, use of ad blockers has risen 41 percent globally, bringing the number of worldwide users to 198 million and costing publishers US$22 billion, according to PageFair’s 2015 global ad-blocking report.
“If ad blocking continues unchecked, it will eliminate the advertising revenue websites need to survive,” Bunnell noted. “It is like expecting a movie theater to stay in business when 30 percent of their audience does not pay for a ticket.”