Ad Blocker Impact
Case Study
INTRODUCTION:
Through a JavaScript pixel that serves inside of an ad tag each time an ad impression is won in the bid stream, Fraudlogix monitors traffic on over 1 billion unique users monthly, across 300 million URLs and apps. Over a one-week period in May 2020, we analyzed 2.56 billion ad impressions.
%
Lower Performance
FINDINGS:
Ad blockers often fail and when they do, advertisers waste an average of 11.5% of their desktop budgets (3% mobile) serving ads to users with a dislike for ads
These ad blocker impressions had 11x lower click-through rates in a post-bid analysis of 46 million ad impressions
Ads served to IPs with high ad blocker propensity resulted in a 65% reduction in performance across 2,500 campaigns
|
Ad Blocker Status |
Cost Per Click |
Cost Per Conversion |
|
No Ad Blocker Installed |
$ 0.70 |
$ 10.19 |
|
Medium Ad Blocker Propensity |
$ 1.26 |
$ 17.54 |
|
High Ad Blocker Propensity |
$ 1.53 |
$ 28.69 |
|
Extreme Ad Blocker Propensity |
$ 1.76 |
$ 30.22 |