Ad Blockers and the rise of Paywall

Ad Blockers and Rise of Paywall

Many of you might be using Ad Blockers while surfing the internet to stop the invasive ads. We understand how some websites fill your whole screen with ads, pop-ups, and other nuisance. Everyone wants easy and calm experience while surfing. But the increasing use of such software is causing many websites and apps to take harsher steps. The publishers are losing revenue and they are going towards the Paywall system. This means the free internet as we know it may not be there in the future if the situation remains the same.

It is a topic to think about and this is a subject is also making all the ad network and big media companies think. The motive of using AdBlock is to get rid of all those disturbing ads and pop-ups that ruin the user’s experience. As a publisher, we have always done our best to provide you the free information. This is funded by ads we run on our site. Most of the publishers rely on the advertisement the same way. But ad blockers are hurting the good publishers as well. Many big media houses are coping with this using Paywall like The New York Times, Bloomberg, etc.

We also hate those sites where pop-ups open with and without clicking on any link. We also despise confusing download buttons and automatically playing vulgar ads. This is totally a bad practice and this should be solved by those website owners and ad serving network. To get rid of such advertisements people use Ad blockers on browsers and even smartphones.


How Ads run and help the publishers

Usually big network and companies like Google AdSense, place ads on the approved websites. The owner is paid only when the advertisement is viewed or link is clicked. Websites need money to pay for domain name, hosting, servers, CDN, writers, staffs and journalism work. This is the major source of revenue for all major digital services like websites. Just like TV and radio, websites also earn from the advertisement. If there is no ad the revenue falls and creators can’t afford to create content.

There are two types of users and networks. First the type of websites and network who put the adverts diligently and in good space that don’t disturb the users. Then next are the sites and networks who put bad adverts haphazardly making site experience bad for everyone. The bad players are making it hard for everyone. So everyone is paying the price.

Also Read: Best Ways to Monetize Website and Online Contents

Some sites also place banners by direct contract. There is no broker in the between and this is also a popular practice. Mostly such contracts require website owners to fulfill the terms of agreements seriously. The client brands don’t want their reputation to be tarnished so the banners are always put nicely. Then finally we have websites and apps with a paywall. In this users and readers need to pay a monthly fee to access the service. At first, there is trial with some free monthly quotas and limitation. But after some time, users need to pay fees. This is a popular practice in digital newspaper subscription these days.


Present Situation of 2015

In 2015 online publishers lost almost 30% digital ad revenue due to the increasing use of AdBlock. This is why publishers and website owners are looking into other monetizing sources. You might have noticed that publishers like Sammobile etc. ask you to make premium accounts so that you can gain access to the special contents. This is to avoid revenue loss and keep the company afloat.

Delta Digit Premium Paywall
Delta Digit Premium Paywall

Many people complain about YouTube ads. So they started using AdBlock which caused huge loss to YouTube partners. Therefore the skippable video ads were introduced. Lately, YouTube Red, a premium service from Google was also introduced. In this plan, users can pay $9.99 a month and get rid of all ads and enjoy additional premium content. On the other hand, non-paying or free users will see ads and face nuisance.

Google Contributor was recently launched for website publishers. In this, the readers can pay a small sum to Google and see fewer ads. They will see their selected images and thank you notes instead of ad banners. A few months ago some huge and premium publishers blocked users who used Ad blockers. This pushed some people to leave it and some also bought a premium membership to get inside of paywall. However, some didn’t like that approach and told they would not visit the site.

Solutions comprising all three parties

The three parties of the internet ecosystem comprise of website owners or publishers, ad networks and users or readers. Everyone should live in harmony in order to have a good ecosystem. In the latest meeting of Ad network companies, they said they are fighting the war to make ads bypass the AdBlock. If this doesn’t happen soon most great websites will use a paywall system and we will then have to pay for using their content.


However, the best way can be stopping and controlling bad players. Browsers should automatically stop sites with bad advertisement practices. Also, the ad broker networks should also start better placement policies and control vulgarity. This can be less harshes and better approach. Let us summarize, we have to pay for a computer, internet connection, for websites( if net neutrality fails), and for content (to go beyond paywall). This is not a good look or a scene for anyone. So we should all try to help in this case.

The solution is to improve ad serving and implementation. Invasive pop-up ads should be totally stopped and good regulations for advert implementation should be brought for publishers. Mainly the agencies which serve unhealthy ads should improve their behavior to improve the situation and ecosystem.

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About the Author: Abhishek Chand

Structural Engineer by profession. Computer and smartphone enthusiast. Tech-savvy blogger and former Gadget reviewer of AP1 HD TV and TechnoNepal.

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