New research shows how adblock threatens the health of the web

Matthew Cortland

PageFair releases white paper on the impact of adblock on small and medium websites’ traffic

April 12, 2017

Adblock solutions provider, PageFair, has released a white paper about the effect of sustained adblock usage for small and medium sized websites. It reveals adblock not only reduces small and medium publishers’ revenue, it reduces their traffic too.

The white paper presents the primary findings from “Will Ad Blocking Break the Internet,” a paper by Professor Benjamin Shiller (Brandeis University), Professor Joel Waldfogel (University of Minnesota and the National Bureau of Economic Research), and Dr Johnny Ryan (PageFair).

The researchers studied 2,574 websites and their changing adblock rate over 35 months from April 2013 – June 2016. They found that traffic to small and medium sized websites declined as the number of visitors using adblock tools rose. For every additional 1% of adblocking experienced by the site, traffic declined by 0.67%. This is due to adblock’s impact on these sites’ revenue, and the corresponding reduction in their investment in content that draws visitors.

According to Sean Blanchfield, CEO of PageFair, “Small and medium publishers provide the diverse content and opinions that keep the Web vibrant and essential. By harming them adblock threatens the health of the web.”

PageFair is the global authority on adblock and the industry leader in publisher adblock solutions. Its free adblock analytics tool is used by thousands of publishers, representing over 60 billion page views per month. Its tamper-proof ad serving technology is used by premium publishers around the world to serve ads on the blocked web that address user concerns about security, user experience, and privacy.


Matthew Cortland
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