Online content has traditionally been free for users and is often monetized by showing ads. But since too many ads impair the user experience, ad blocking has risen significantly everywhere. A new solution from Hamburg-based ATG Ad Tech Group sets out to find a compromise for users and creators: less ads, but more revenue and satisfied advertisers as well.
Ad-based revenue models are going through a crisis. Ad block software enables users to get rid of ads quickly and conveniently and it is on the rise globally. Content creators subsequently lose revenue to a degree that threatens the long-term quality of their content or even existence. Industry experts see the high prevalence of bad and intrusive ads as the main reason behind this trend. [Source: Statista 2016, YouGov 2016]
Since current laws require that users must be able surf autonomously ad blocking software cannot be banned despite several legal cases made against it. Counter measures that ignore the users wish for an ad-free web experience have gained a bad reputation especially amongst advertisers. Thus, a long-term solution can only be found in accordance with all participants: users, content creators and advertisers. [Interactive Advertising Bureau (IAB)]
Hamburg-based software provider ATG Ad Tech Group offers a platform that is intended to create a dialogue between all participants. On content call-up creators can now approach users and ask for fair compensation: “Just one short ad before the content loads.” Initial experiences with the new platform show that users are generally willing to accept ads in a moderate dosage and will selectively turn off their ad blocker for content access. This provides content creators with a reliable revenue stream. Moreover, the new solution is especially appreciated by the advertising industry, since voluntary ad consumption provides excellent contact quality and product reception.
The platform is already used by several global partners. The new technology can be implemented on any place within online content media.