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First worldwide ranking by website of estimated annual losses in advertizing due to adblockers


March 20, 2017

AdBack publishes the first ranking of websites losing money
due to adblockers

AdBack, the French start-up that analyses adblocker users’ behaviours and helps websites
regain control of their advertising income, just published the first ranking by website of
estimated annual losses in advertising due to adblockers.

Losses are affecting all websites and lines of business

The ranking, based on the 1 million websites with the greatest number of monthly viewers
per country, lists the top 100 websites losing the largest advertising income.

The first lesson to be drawn is that all players and sectors are affected – from E-commerce
to online video giants, the media or adult websites.
Among the world’s top 100, websites like Youtube or Yahoo rank 6th and 7th respectively,
losing more than 215 million dollars annually. Losses amount to nearly 470 million dollars for
the first website on the list.

The top 10 websites in the UK are:


A growing phenomenon

Over the past few years, the number of adblocker users has increased, mainly because of

intrusive ads and data protection, as shown in the latest IAB-IPSOS study in March 2016.

In the UK, 22% of web users use adblockers. Worldwide, the number of adblocker users
reaches 419 million. The main reasons they mention are: online activity is disrupted by
advertising (85%) and increased annoyance due to advertising (71%).

Antoine FERRIER-BATTNER, the founder and CEO of AdBack, has analysed these trends
for several years. “For content publishers, advertising income losses due to adblockers are
estimated between 15 and 20%. For other publishers, whose size or business model entails
free access to content, the loss reaches 15% to 20% or their global income”, he says.

The ranking aims at raising awareness about this issue and potential solutions to
be implemented

Antoine FERRIER-BATTNER, CEO of AdBack, explains: “The goal is to raise awareness
about the scale of the adblocking phenomenon. In the UK, the estimated income loss could
reach 20 million euros per year for a large website like or 12 million euros for, and even more for certain categories of websites whose users tend to use
more adblockers than average.

The phenomenon affects publishers and advertisers alike. Publishers’ income is reduced,
which threatens the funding of their activity. As for advertisers, the effectiveness of the
advertising campaigns is undermined by adblocking.

In this context, AdBack’s mission is to offer alternative solutions to advertising to access
content, and also to adapt these solutions to every user profile. The start-up laid the
groundwork for this in Fall 2016 in cooperation with GESTE, in the framework of their
awareness campaign about adblocking which gathered all the French media.

“With AdBack,” Antoine FERRIER-BATTNER explains, “we’re developing tools to enable
users and publishers to communicate again, in order to reach a win-win situation. That is
why we come up with a consulting approach tailored to the needs of each publisher,
whether they’re big or smaller in size. It’s also true if you’re in the news, online sales and
entertainment business. With our solutions, 28% to 60% of the income that is the main
source of remuneration of publishers can be recovered. We can reach three times more web
users by displaying targeted messages offering alternative solutions to mere adblocker
deactivation. These solutions can be video advertising, mini-surveys, subscriptions to
newsletters… All sorts of options to convince users to accept advertising instead of
imposing advertising on them.

Ranking methodology

On its website, AdBack allows to visualize the worldwide ranking of the websites, filter by
country, search for a particular website or submit a website that does not appear in the list
in order to know its lost income.
AdBack used Alexa’s ranking of 1 million websites based on traffic measurement, and
estimated the advertising income loss for each of these websites.

Here is the calculation method:
Number of blocked elements x $0.42 CPM x adblocker rate of the country x monthly page
views x 12
All sources used are available on the ranking page.

About AdBack

Founded by Antoine Ferrier-Battner and the teams of the advertising network Dékalée,
AdBack is one of the most comprehensive and adaptive platforms of adblocker analysis.
Just as Socrates and Jon Snow, AdBack was based on the idea that we know nothing or
very little about those who use adblockers. AdBack offers publishers a smooth, moneysaving
solution to understand the reasons why their visitors use adblockers. AdBack
identified user profiles to set up more creative communication and advertising tools that are
tailored to the specific audience of publishers and to overcome the current deadlock in
online value creation. AdBack supports publishers worldwide in the creation of their new
business model.

More information on:
Discover the websites ranking on
Twitter : @adback_co / Facebook : AdBack / LinkedIn : AdBack

Media Contact Details
Ferrier, ADBACK

Content Types


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