|Carrot and Stick: How Ars Technica Cut Its Ad-Block Rate from 40% to 25%
For Condé Nast-owned tech site Ars Technica ad blocking isn’t new: It has been dealing with the issue for more than a decade.
The digital media brand was in a position where ad-blocking rates had reached as high as 40 percent around five years ago. Now it has beaten that figure down to 20-25 percent by deploying what’s increasingly become the standard mix of approaches for publishers: cutting out intrusive ads, running pop-up messages asking people with ad blockers enabled to whitelist the site, and prioritizing page-load speed.
“Ad blocking is a challenge that we’ve taken as the default state of affairs. We’ve built it into the business model,” said Ars Technica founder and editor-in-chief Ken Fisher.
The 17-year-old U.S. tech-focused title, which has 6.3 million U.S. monthly readers and just under 700,000 in the U.K., according to comScore, was bought by Condé Nast in 2008.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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