Incisive Media becomes second UK publisher to ban ad blocker users
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Incisive Media, which has a mix of ad-funded and subscription-based titles, is following in the footsteps of Axel Springer’s Bild, London’s City AM and the Washington Post in taking a tougher stance on ad blocking. The publisher will ban visitors with ad blockers enabled on some of its sites in the new year, some of which are seeing 40 percent of traffic hit by tech-savvy audiences. It’s also making some radical changes to the sites least affected, such as its premium subscription brand Risk. It has stripped down the number of ads from five to a maximum of two per page to ensure the overall us
“Incisive Media, which has a mix of ad-funded and subscription-based titles, is following in the footsteps of Axel Springer’s Bild, London’s City AM and the Washington Post in taking a tougher stance on ad blocking. The publisher will ban visitors with ad blockers enabled on some of its sites in the new year, some of which are seeing 40 percent of traffic hit by tech-savvy audiences. It’s also maki”Source
Incisive Media reduced ad blockers by half after extending its ban to more titles
Emboldened by the success of previous ad blocking efforts, Incisive Media has begun banning ad-block users on finance sites Investment Week and Professional Advisor. The ban has been active for the last week and already the publisher has seen the number of blocked page impressions decrease by half. It claims ads in the business space are much more valuable than in consumer titles. As a subscription publisher too it is experimenting with technology to offer more of a choice in transaction, like micropayments, emails, or a limited number of free articles.
Incisive Media sees 40 percent drop in ad blocking after banning access
Incisive Media has set a benchmark for ad-blocker tolerance: Once 20 percent of page impressions are ad blocked, it will deploy a ban. That’s currently happening for two of its titles: The Inquirer and V3, technology-focused titles that have seen ad-blocking rates spike as high as 40 percent in some occasions. “That’s the point where we start losing serious cash,” said operations director Robin Shute. Early signs have shown the trial has gone well.