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 1.2 billion unique devices 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 |