Blockthrough is an ad-tech platform that enables publishers to recover revenue lost to ad blockers by displaying non-intrusive ads that comply with the Acceptable Ads standard. These ads are designed to respect user experience by avoiding disruptive formats like pop-ups and autoplay videos. Blockthrough integrates seamlessly with existing ad stacks, such as Google AdX, AdSense, and header bidding, requiring only a simple implementation. It also provides detailed analytics to help publishers understand ad-blocking rates and revenue impact. Trusted by top publishers and now part of eyeo, the makers of Adblock Plus, Blockthrough offers an ethical, user-friendly solution for monetizing ad-blocked traffic.
Services Offer by Breakthrough
A detailed breakdown of the services offered by Blockthrough, grouped under Monetization Services and Complementary Services:
Monetization Services
1. Direct Deals & Direct Sales
Blockthrough supports direct monetization partnerships between publishers and advertisers. Through direct sales, publishers can negotiate and sell their premium ad inventory without relying solely on automated platforms. This approach allows for:
• Greater control over ad placements
• Higher CPMs (cost per thousand impressions)
• Stronger brand alignment and quality assurance
2. Programmatic Direct
This service automates the process of direct ad buys, enabling publishers to sell inventory at fixed prices to buyers programmatically. Benefits include:
• Guaranteed deals with advertisers
• Efficiency of automation with the control of direct sales
• Improved yield from premium placements
3. Real-Time Bidding (RTB)
Blockthrough enables publishers to participate in real-time auctions for their ad inventory, allowing multiple demand partners to bid for ad placements. This increases competition and monetization potential. Key features:
• Dynamic pricing based on real-time demand
• Access to a broader pool of advertisers
• Higher fill rates and better revenue optimization
4. Technical Support
Blockthrough provides ongoing technical support to ensure smooth implementation, integration, and maintenance. This includes:
• One-on-one onboarding assistance
• Custom integration support (with existing stacks like AdX, AdSense, Prebid, etc.)
• Troubleshooting and performance monitoring
5. Website Ad Monetization & Optimization
This core service involves identifying and implementing strategies to maximize ad revenue across both regular and ad-blocked traffic. It includes:
• Serving non-intrusive Acceptable Ads to ad-block users
• Optimization of ad layouts and formats for higher engagement
• A/B testing and performance tuning to enhance yield
Complementary Services
1. Page Speed & Performance Optimization
Slow-loading pages reduce user engagement and ad viewability. Blockthrough helps improve performance metrics through:
• Script optimization and minimization
• Lazy loading of ads
• Reducing resource-heavy elements to decrease bounce rates
Optimized page speed directly correlates with better user experience and revenue uplift.
2. Website Analytics
To empower publishers with actionable insights, Blockthrough provides analytics tools that track:
• Ad-blocking rates and trends over time
• Revenue performance from ad-blocked and regular traffic
• User engagement metrics tied to ad layouts and formats
These insights help publishers make informed decisions about monetization strategies and content optimization.
Key Offerings by Blockthrough
The key offerings of Blockthrough, categorized for clarity:
1. Adblock Monetization via Acceptable Ads
• Delivers non-intrusive ads to users with ad blockers who have opted into the Acceptable Ads standard.
• Seamless integration with major ad platforms like Google AdX, AdSense, Prebid, etc.
• Enables publishers to recover lost revenue without compromising user experience.
2. Direct Deals & Programmatic Monetization
• Direct Sales: Supports publisher-led ad sales for premium placements.
• Programmatic Direct: Automates premium inventory sales with guaranteed deals.
• Real-Time Bidding (RTB): Maximizes yield through competitive bidding in real time.
3. Technical Integration & Support
• Quick, one-tag implementation.
• Ongoing technical support for integration, configuration, and optimization.
• Works with existing ad stacks—no need for major infrastructure changes.
4. Website Ad Optimization
• Custom strategies to improve ad layout, placement, and format performance.
• A/B testing to evaluate the impact of different configurations on revenue and user engagement.
5. Analytics & Reporting
• Dashboards to track:
- Ad-block rates
- Revenue from ad-blocked and non-blocked users
- Campaign performance and RPM
• Helps inform business decisions with real-time data.
6. Complementary Services
• Page Speed Optimization: Enhances load times and user experience, improving ad visibility and engagement.
• Website Analytics: Offers behavioral insights for traffic analysis, engagement metrics, and monetization performance.
Benefits of Blockthrough
The Benefits of using Blockthrough:
1. Recovers Lost Revenue
• Monetizes ad-blocked traffic by showing Acceptable Ads to users who opt in.
• Helps publishers regain a significant portion of ad revenue previously lost due to ad blockers.
2. User-Friendly Ad Experience
• Only displays light, non-intrusive ads approved under the Acceptable Ads standard.
• Respects user preferences, leading to lower bounce rates and better engagement.
3. Easy Integration
• Simple, one-tag implementation that works with existing ad tech e.g., Google AdX, AdSense, Prebid.
• No need to overhaul existing ad infrastructure.
4. Data and Analytics
• Detailed insights into ad-block rates, user engagement, and revenue performance.
• Allows publishers to make informed, data-driven monetization decisions.
5. Supports Multiple Monetization Strategies
• Compatible with direct deals, programmatic direct, and real-time bidding (RTB).
• Flexible enough to support both premium and open-market demand.
6. Performance Optimization
• Additional services include page speed and performance enhancements.
• Improves overall site experience, which can boost ad viewability and SEO.
Cons of Blockthrough
The cons of using Blockthrough:
1. Limited to Acceptable Ads Users
• Only works for ad-block users who have opted into Acceptable Ads.
• Some users still block all ads entirely, limiting total recovery potential.
2. Lower CPMs Than Standard Ads
• Acceptable Ads typically yield lower CPMs compared to traditional display ads.
• Total recovered revenue might be lower than from full ad exposure.
3. Dependent on Third-Party Standards
• Bound by the rules of the Acceptable Ads Committee (AAC), which may change.
• Publishers have less control over ad formats and standards.
4. Not Suitable for Aggressive Monetization
• Does not support obtrusive or high-impact ads e.g., pop-ups, auto-play video.
• May not be ideal for publishers seeking maximum short-term revenue.
Blockthrough is Best for:
1. Digital Publishers with High Adblock Traffic
• Ideal for news sites, blogs, forums, and content platforms where a significant portion of users use ad blockers.
• Helps recover monetization opportunities from audiences that would otherwise generate no ad revenue.
2. Publishers Focused on User Experience
• Best suited for publishers who prioritize non-intrusive, respectful ad formats.
• Works well for brands aiming to maintain trust and long-term audience loyalty.
3. Publishers Seeking Incremental Revenue
• Valuable for sites looking to supplement their existing ad revenue without major tech changes.
• Enables a new revenue stream without disrupting the existing ad stack.
4. Publishers with Established Programmatic or Direct Sales
• Seamlessly fits into programmatic direct, RTB, and direct deals making it ideal for publishers already using these methods.
5. Media Companies Needing Actionable Insights
• The built-in analytics tools help publishers understand adblock usage, performance trends, and monetization opportunities with clarity.
Conclusion
Blockthrough offers a smart, ethical, and effective solution for publishers looking to recover revenue lost to ad blockers without compromising user experience. By delivering non-intrusive Acceptable Ads, it strikes a balance between monetization and user respect. Its easy integration, support for multiple monetization strategies, and robust analytics make it a valuable tool for publishers of all sizes especially those with significant ad-blocked traffic. While it may not capture 100% of lost revenue or support aggressive ad formats, Blockthrough excels at providing incremental income in a user-friendly, privacy-conscious way. For publishers seeking sustainable, long-term monetization, Blockthrough is a trusted and forward-thinking partner.
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