Protect Advertising Revenue: Web performance, Adblocker, Non-Consent, Cookieless future

This is the guide to recovering the revenue loss from ad blocking traffic and non-consent traffic. How publishers should prepare for the cookieless future.

How many ways a publisher may lose advertising revenue?

Adblocker users blocking the advertising on your website

"UK publishers lose nearly £3 billion revenue annually due to ad blocking", according to a study.

A user has not given consent and agrees you can use the personal data for advertising

You should have heard about GDPR, CCPA etc privacy laws. By 2022, regulations designed to protect consumer privacy particularly and major technology companies will require users’ explicit permission to share and use data generated from digital interactions.

"Because users are generally unaware of how their data is used and are unlikely to consent to share their data, the $152 billion US digital advertising industry will lose access to most third-party data, which has powered programmatic advertising (advertising purchased and sold using software)." - from Mckinsey

Poor website performance, slow and heavy web pages or advertising experience causing traffic loss

"53% of mobile users abandon sites that take over 3 seconds to load", according to Google's Consumer Insights research.

The loss of third-party cookies in future

According to the study by Google: "We observed that for the top 500 global publishers, average revenue in the treatment group decreased by 52%, with a median per-publisher decline of 64%".

How to recover the advertising revenue?

1. Improve Website Performance

You can use web performance analysis like Pubperf to measure and identify the bottleneck and performance issues of your website. The methods of website performance optimisation include:

• Remove useless and dead code on your website
• Simplify the DOM structure of web pages
• Prioritise the above fold element and defer and lazy load the element below the fold
• Renew the tech stack of your website if your website has not been changed for years
• etc

You can find more resources about performance optimisation at Pubperf's blog.

2. Adblock recovery in a friendly way

UniSignIn's Adblock Recovery solution can be used to convert and converse and convert adblocker users to whitelist your website. You can create and optimise personalised messages and embed them into the user's journey. Explain to the users why they should support your business and whitelist your website.

Recover adblocking traffic

UniSignIn's Experience Orchestration Engine to define and customise personalised messages to the users at the right time and context, measure the adblocking rate and compare which message and which Experience delivery rules have a better performance using the A/B testing feature.

3. Consent recovery or Consent Rate Optimisation

Consent management has been more and more important when people understand the privacy of personal data. Based on privacy laws, people have the choice to turn off the data flow of personal data and this has a high impact on advertising revenue.

There are many ways to measure the consent rate and optimise the consent rate using advanced consent manager.

There is not too much you can do regarding the consent UI and process as a publisher as it is governed and defined by privacy laws and frameworks.

What you can do is converse and ask people to allow personalised ads on your website for a good reason.

Consent Recovery

You can use UniSignIn's Experience Orchestration Engine to define and customise personalised messages to the users at the right time and context, measure the consent rate and compare which message has a better performance using the A/B testing feature.

4. Push Adblocker users to be paid subscribers

One more complex strategy is pushing the adblocker users and non-consent users into the payment funnel. This is useful for the publishers having a user base who care more about personal data privacy and also like to pay for the information on the website.

5. Establish the addressable user identity system of your organisation

In order to protect the programmatic advertising revenue, most publishers have started establishing an addressable identity for the user base. UniSignIn was created to simplify the process and complexity of the addressable user ID system for publishers. You can integrate UniSignIn on your websites within a week and grow and optimise your addressable user base.

Reference:

• https://services.google.com/fh/files/misc/disabling_third-party_cookies_publisher_revenue.pdf
• https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/mobile-site-load-time-statistics/
• https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-demise-of-third-party-cookies-and-identifiers

About UniSignIn

UniSignIn is a part of Transfon’s privacy-first User Experience Platform that serves tens of millions of users per day to provide a seamless privacy experience for both users and publishers in the age of post-GDPR. Contact us to know more: [email protected]