Don't worry -- even though there are a variety of ad blockers out there, retargeting will continue to be successful for the foreseeable future! An article from TechCrunch on ad blocking said, "Ads are a fundamental part of the web ecosystem and have allowed for the massive growth in content and destinations." [1] Ad blockers are meant to improve the online experience of the user, and there isn't much of a threat to online advertising. That being said, let's review a few things about ad blockers to make sure we're aware of their effects and how you can ensure your ads are still seen.

How Ad Blockers Work

Ad blockers are applications (plugins or browser extensions) that remove or alter advertising content on a webpage. While a webpage is loading, the ad blocker looks at the site's content and scripts and compares them against a list of sites and scripts it was built to block. If it finds any, it blocks them. [2]

In Feathr terms, this means that while it doesn’t prevent your Super Pixel from running and capturing data, it will eventually prevent any of those users seeing programmatic ads that are targeting them. However, it will not prevent you from capturing their site behaviors and communicating with them through other channels.

Ad Blockers on Different Browsers and Platforms

Apple recently released an ad blocker, for Safari desktop only, which will limit the number of times an advertiser can follow users around the internet with retargeting ads. [3] That may sound like a huge deal, however, reports show that Safari accounts for only around 4% of all online desktop browser sessions. [4]

Additionally, only 11 percent of internet users are blocking ads on the web. [5] While 11% does encompass many web users, most native mobile and desktop apps are not affected by this, because there typically aren't any ad-blocking extensions or plug-ins available for specific apps. For example, ad blocking tools do not prevent users from seeing ads within apps like Facebook, no matter what browser you're using. So, mobile users are more important than ever, especially since in 2016, online searches on mobile devices surpassed desktop searches, and continue to increase. [6]

What Does This Mean for Marketers?

What this means for you, as a Feathr user, is that it's important to examine your retargeting efforts and make sure you're spending your campaign dollars where they work best. 

Luckily for you, we've outlined some suggestions below to help with that.

  1. Utilize mobile sizes in your campaigns. There are a variety of creative specs that you can include in your campaigns, so make sure to use the mobile sizes, as well as desktop ones. Mobile retargeting is more important than ever, as the majority of searches are happening there, so don't miss out on your targeted segments that are using mobile! Mobile sizes include: 320px x 100px, 320px x 50px, and 320px x 200px.
  2. Use targeted segments to focus your message. Are you utilizing segments to the best of your ability? Retargeting your entire site visitors with the same ads is...lazy, to be honest. Creating segments based on particular page/site visits and actions (like form fills or link clicks) gives you more targeted groups of people to send a focused message to. Make sure your message adds value and is relevant to them, as it's more likely to be interacted with that way.
  3. Work with trusted ad networks. Google, LinkedIn, Facebook, Twitter, and Feathr--hey, that's us!--all take the best approach to ads. Native ads through LinkedIn, Facebook, and Twitter (i.e. sponsored posts) are geared towards improving user experience by showing ads that are relevant, interesting, and helpful to the viewer. Feathr works with dozens of ad display networks, Google included, whose network spans over two million websites that reach over 90% of people on the Internet. We also allow to block your ads from appearing on sites that you don't think are relevant. Lastly, Feathr gives you the insights you need to see how your targeted audiences are responding to and interacting with your ads, showing you ROI, CTR, conversions, and more. 

All in all, advertisers won’t really be affected much by ad blockers, according to TechCrunch. There are still massive amounts of website traffic available, along with lots of other channels, like social, mobile, and email, to utilize more effectively. As more content is heading toward closed platforms and apps, advertising will only become more integrated and harder to remove. [1]

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