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Learn how ad blocking affects your site with free 30-day analysis

Ad blocking has gone from a minor annoyance to a major headache over the past year for many publishers. A Mezzobit study of data from publishers in the US, South America and Europe shows ad-blocking rates ranging from 5% to more than 14% of total traffic.

As many publishers now scramble to create a strategy to deal with the potential revenue loss, they often lack of solid data upon which to base their actions. Ad blocking is not a monolithic problem, and publishers need to correlate the value of users, as well as their acquisition cost, with ad-blocking to understanding the true impact. It may be that ad blocking is concentrated among hard-to-monetize users (such as those outside geographic ad target areas) or among users with already low sessions duration. Just gathering a single ad-blocking statistic isn’t enough.

Mezzobit is filling this need with an innovative program that gives publishers the ability to gather deep insights on blocking and implement a nuanced response strategy:

  • Fourteen days of free ad-blocking data: After dropping a one-line code snippet into a webpage, site operators can begin receiving ad-blocking metrics minutes later directly into their familiar analytics platform, such as Google Analytics, Piwik or Adobe SiteCatalyst. This enables publishers to quickly develop insights with familiar tools. No integration is required with ad servers or CMSes, nor does our monitoring platform interfere with ad rendering or site operations.
  • Analysis of ad-blocking insights: Mezzobit will analyze the data to produce a free report outlining key trends of how ad blocking correlates to user behavior, visitor attributes such as geography and technology platforms, referrers, and content consumption.
  • Develop response strategy: Publishers can use Mezzobit’s Blocking Response Wizard, combined with a consultation with our analytics specialists, to formulate a plan that best fits their business needs.
  • Partner with Mezzobit to implement effective responses: Our Audience Value Platform gives publishers the industry’s widest array of ad-blocking responses, such as serving alternate ads, changing editorial content presentation, presenting intercepts, A/B testing responses, and targeting actions based on visitor characteristics. No interference with ad blocker operation or end-running browser plug-ins with technical tricks that could result in repercussions.

To take advantage of this limited-time offer, sign up today.


“Viewability in a box:” don’t keep reinventing the wheel

July 31, 2015

In speaking to publishers around the world about closing the viewability deficit, we are constantly amazed at the level of engineering and design effort that’s going into improving inventory quality.

It’s often a no-brainer to focus on improving inventory quality, given the high ROI associated with increased viewability scores. That makes sense.

The aspect of this that astounds us is that publishers are doing the same thing over and over again, duplicating what’s done elsewhere in the industry ad infinitum. The old saw in enterprise technology is that “Build for competitive advantage and buy for competitive parity.” Not happening here. Until now.

This is why Mezzobit has added an array of features to our platform that we call “Viewability in a Box.”

Revenue leaks are costing you: Presentation at 2015 ABM & Information Industry Summit

June 22, 2015

Mezzobit CEO Joseph Galarneau joined Prescott Shibles, vice president of audience development at Randall-Reilly, to explore the data ecosystem and how publishers can better safeguard and monetize valuable audience data assets.

Their joint presentation was made at this year’s ABM & Information Industry Summit, an annual event held by the Software & Information Industry Association (SIIA) that brought together the world’s largest B2B publishers in Washington, DC, earlier this month.

A full video of this talk is available by following the below link.

Where is your PII: It’s more widespread than you think

May 18, 2015

By Joseph Titlebaum
Chief Legal and Privacy Officer

Many websites collect personally identifiable information (PII) from consumers. Examples abound: payment details, sign-in details, consumers using Facebook or LinkedIn to sign in to various services, and in some cases sites simply wanting to treat “returning” visitors differently from new visitors.

Consumers expect that this type of personal data, however collected, will be treated with the highest level of protection, and many companies include statements in their privacy policies stating that they do not share the PII they collect.

Other Internet businesses, such as many analytics providers, try not to collect PII to avoid the extra management burden associated with it. Their site terms and conditions may expressly prohibit customers from sharing personal information, and their privacy policies state that they do not collect PII.

But with so much data being collected on websites and mobile apps, there are instances where PII is being collected and shared, perhaps without the knowledge of the business entities involved. This potentially increases a company’s legal and regulatory exposure, particularly for international businesses.

Viewability Deficit Heavily Impacts Publishers’ Bottom Line

By Marc Case
Chief Revenue Officer

A year removed from the MRC lifting the advisory against transacting on viewable impressions (display), the discussion about viewability has reached a fever pitch. Yet to date, the conversation hasn’t captured publishers’ stakes in the issue. The pressure is on from brands and agencies that demand viewability to justify their spending, but publishers also need to ask themselves about the potential revenue they’re losing from poor viewability.

Publishers have responded to buy-side demands for viewability by finally looking seriously at their viewability scores, and by making promises to deliver. In November, GroupM said it would only pay for ads that are 100% in view. The IAB countered by saying 100% viewability is an impossible figure to measure right now, and instead recommended publishers aim for an average of 70% viewability across a campaign. While 70% viewability sounds reasonable, the reality is that publishers industry-wide just aren’t there yet. Average publisher viewability scores hover around 50%.