Ankit is a co-founder @ AdPushup (a tool which helps online publishers optimize ad revenues) and loves online marketing & growth hacking.
Online advertising uses ingenious technologies to find its way into our digital lives. A common belief is that advertising is ever-intrusive with occasionally overly aggressive intentions. How many times have you been startled by a pop-up ad or a video ad playing out of the blue?
It’s such you’ve-gone-too-far advertising techniques that leave people no choice but to use ad-blocking software, plugins and devices like AdTrap for an ad-free Internet.
When we think of the benefits of having an ad-free Internet, seldom do we stop to ponder on the ramifications this has on content access and content quality. As it turns out, ad blocking while might have short-term benefits for the Internet user, the consequences for both consumer and content provider are numerous and interdependent.
Quality online content comes with a cost. Authors, journalists, researchers, bloggers dedicate time and intellectual effort to provide you with news, insightful ideas and knowledge. The content which you can easily access online, costs the publishing website money.
When you turn on ad blocking you minimize the content publisher’s revenue. While ad blocking does have an indirect effect on publishers earning through cost per click based ads, many large publishers use ad-impressions (CPM) to earn from advertising. So, each time an ad is displayed it’s counted as an ad-impession, irrespective of whether the user clicks on it. These ad-impressions translate into money, the content publisher pays authors, journalists and researchers with— and presumably has profits left.
What’s in it for me?
In some peculiar, paradoxical way, advertising benefits you. When you see beyond the momentary nuisance an ad might cause you, you can recognize the purpose it serves which is to offer you free access to information and news. Online advertising ensures the content provider earns back the money spent for providing that content in the first place.