Insights

5 ways publishers can proactively combat ad blocking

Posted by Greg Mason on Wed May 24 2017

Ad blocking is increasingly becoming an issue for the publishing industry, as it threatens its main source of revenue: advertising. Here are our five tips for publishers to proactively combat ad blocking.

Ad-blocking software has been around for some time now. Its purpose is to stop online advertisements from appearing. It has become increasingly popular because consumers are finding ads increasingly distracting and overwhelming. 

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Here are our top tips for keeping ad blocking numbers low.

  1. Try to not have more than three ads showing on a page as you scroll.
    On longer pages don’t bunch all your ad units in the first two screen scrolls. Keep it clean!

  2. Don’t have floating ads or ads layered over content.

  3. Make sure your ads fit the screen or ad slot.
    Especially page wallpapers. Make sure these fit the screen and don’t have critical text cut off.

  4. Appeal to your readers to turn off their ad blockers.
    Run some house ads on your own site on your unsold inventory requesting that your users turn off their ad blockers as ad revenue is what funds your free content.

  5. Be strict on the ads your run.
    Don’t run dodgy campaigns. Even if the money is good.

Interested in how South Africans approach ad blocking? Download our latest Ad-Blocking in South Africa Report to get the best overview of this issue, including why South Africans install ad-blockers and what they think of online advertisements.

Download 'Ad-Blocking in South Africa Report'


Greg Mason
has over nine years of digital marketing experience in display, search, mobile and social media marketing. He has worked closely with large international publishers like MSN, BBC, CBS Interactive, Sky News, Sky Sports, Daily Mail, TeamTalk Media, Times Live, Career Junction and various other leading local South African publishers. He is the Regional Lead for Effective Measure in Sub-Saharan Africa.

Topics: Online Insights, Industry Insights

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