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So the loss of traffic is a good thing because advertisers aren't paying for impressions that aren't actually seen? ;)

• chaz 13y ago
  The advertiser usually doesn't care, since most ad blockers prevent the ad call, and their budget will be spent on another visitor. The ad blockers that render the ad off-canvas are bad for the advertiser, since they're getting charged for an ad that has no possibility of being seen. Sites want as many unique visitors as possible because larger sites get more attention from advertisers, it permits better frequency capping, and enables better segmentation of audiences. Even though they get paid per impression, larger uniques tend to allow for higher CPMs. Separately, it's worth considering that many writers are measured on metrics: uniques, minutes, shares, comments, etc. In some places, they might even get paid on such performance (I think Gawker did this). When content gets copied, the writer can be deprived of such credit.
  • TeMPOraL 13y ago
    > The ad blockers that render the ad off-canvas are bad for the advertiser, since they're getting charged for an ad that has no possibility of being seen. I was wondering whether such ad-blockers exist. Searching for one and installing it now.