Using Blockthrough? Then you have an ad monetization blindspot. A big one.

Here’s the problem: Blockthrough is only compatible with 20-30% of adblocked page views. For the remaining 70-80% of page views, no Blockthrough facilitated ads get served at all. Zero.

Publishers are not even aware the problem exists because Blockthrough’s analytics does not track or report these unmonetized page views.

This is the ‘Blockthrough blindspot’ and it’s costing publishers billions of dollars per year.

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What am I talking about?

Blockthrough is able to serve ads to adblocker users because it functions as part of the Acceptable Ads ecosystem and subscribes to its terms.

💡 Recap: Acceptable Ads is an initiative setup by eyeo (a German company that owns several adblockers) to monetize their products AdBlock and Adblock Plus. Publishers and adtech vendors pay eyeo to restore ads that meet the Acceptable Ads standard.

Where this approach falls short:

• Only works with adblockers that adopt Acceptable Ads
• Only eyeo’s products (AdBlock and Adblock Plus) use Acceptable Ads
• AdBlock and Adblock Plus have a 20-30% market share by adblocked page views

Meaning: Blockthrough only works with 20-30% of adblocked page views.

The remaining 70-80% of page views are generated by brutal adblockers, which do not run Acceptable Ads. These page views do not show up in standard adblocking analytics solutions, either, so logging into your existing dashboard will not reveal it. Specialist analytics is required to measure this, because it’s dark traffic.

This blindspot is what you’re currently not measuring and monetizing:

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Don’t believe me? eyeo and the Acceptable Ads committee openly admits Acceptable Ads has a minority share of adblocked page views in the data it reports (but you have to look for it).

• Here they claim Acceptable Ads has 350m users globally
• Here they claim there are 912m adblocking users globally

By eyeo’s own numbers, Acceptable Ads has a 38% share of adblocked page views. That’s 62% of adblocked page views with zero Acceptable Ads inventory.

We know the actual number is higher — in the range of 70-80% — through developing technology to detect a wider range of adblockers and deploying this with our publisher partners.

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Is there anything you can do?

Yes. If you are already using Blockthrough, I will make the assumption you have bought into the idea of serving user-friendly ads to your adblocking audience. 😉

With Ad-Shield, you can serve user-friendly ads to the 70-80% of page views that Blockthrough is incompatible with.

To be clear: this does not require that you remove Blockthrough. Both can run side-by-side, monetizing completely separate segments of your adblocked page views.

It’s plug-and-play. Tap into Ad-Shield’s programmatic demand, or use your own stack.

Net new revenue.

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