The online advertising war has ratcheted up substantially in the last few weeks, with two big announcements that are no doubt keeping publishers awake at night.
Within days of one another, both Google and a team of Princeton and Stanford University researchers issued potentially crushing blows to online advertisers and the publishers who depend on them to keep the lights on. Here’s a rundown:
• First, a new software created by a Princeton/Stanford quartet of developers was announced that actually uses federal disclosure standards against advertisers, using optical character recognition to block ads that were previously unblockable. The FTC requires that advertisements be clearly labeled as such, and this new technology leverages computer vision techniques to detect those labels through “perceptual ad blocking.” This allows it to block even native ads (including Facebook ads), which have previously been undetectable and unblockable. Although not fully functional at this time, the technology has proven to have 100 percent recall, even evading anti ad-blocker scripts on 50 out of 50 websites used in testing.
• Just days later, reliable sources reported that Google may soon introduce its own ad-blocker on both mobile and desktop versions of its Chrome browser. Now, you might be thinking, “Huh? Didn’t they earn like $60 billion in ad revenue last year?” Well, yes. But, such a move would actually put Google at an advantage in the “acceptable ads” game, in which companies pay a fee to have their ads pass through ad-blockers filters. While the company hasn’t officially announced the feature yet, Google’s position appears to be that if companies are going to pay to play, they might as well pay Google.
With ad blocking technology already costing publishers billions of dollars each year, advertisers are also worried, trying to figure out how to reach the audiences they so badly need to engage.
The answer: email advertising.
By joining PowerInbox’s Email Monetization advertiser network, you can insert highly-targeted, dynamically-delivered ads into the email newsletters and other campaigns publishers run on our system. It’s fast, easy and your ads can be added to our rotation in just minutes.
And the best part? Email Monetization ads are immune to ad blockers, even when emails are viewed in a web browser. That means your messages get through to your intended audience with no interference.
With more than 6 billion emails a month going out to 35+ million subscribers, along with the ability to target, segment and customize ads for each audience, Email Monetization offers not only a great way to finally win the ad-blocker war, but also tap into an extremely captive audience. Email subscribers have opted-in—unlike browser-based ads, they’ve actually signed up to receive messages from our publishers—making them a much more valuable audience.
And, subscribers trust email content. Unlike seemingly random browser ads, our native ads are perceived to be more trustworthy, not only because they look like native content, but also because subscribers trust the source, which imparts a level of endorsement.
If you’re ready to stop lying awake at night, worrying about YOUR next move in the ad-blocker war, get in touch. Let us show you how Email Monetization can make your job feel less like a battlefield.