7 ms·
People who use ad blockers are people who likely wouldn't respond to the ads anyway so the advertiser isn't missing anything. The problem is Ars is charging ad
by noelchurchill 17y ago
People who use ad blockers are people who likely wouldn't respond to the ads anyway so the advertiser isn't missing anything.
The problem is Ars is charging advertisers on a CPM basis so the more ad impressions the more Ars gets paid. They could just raise the CPM they charge to account for the lower impressions. Hopefully advertisers would understand the impressions are of more value because some of the low value visitors already "opted out" by using ad blockers.
Or they can charge on a cost per click basis.
- wanderr 17y agoIt's unlikely Ars has any direct control over their CPM; its likely determined by an algorithm that already takes CTR into account. It would be interesting to see the internal Ars numbers to see what happened to theid revenue after ad blocking people turned off adblock; theoretically their CTR should have gone down significantly, lowering their CPM. The question is, assuming that's what happened, did the excess impressions make up for the lower CPM?