Oriel Ventures, Ltd.
What is your approach to the challenge of ad blocking? Why?
Oriel believes consumers need choices in how they pay for the content they receive, and publishers should have the tools they need to ensure advertising continues as a clear, easy and profitable choice. Oriel offers the most comprehensive ad recovery technology to deliver publishers’ own ads and analytics, and a complete messaging and analytics platform, letting publishers maximise their revenue opportunity.
Should more publishers take action to combat ad blocking? Why?
The problem is getting worse. Due to the blocking of analytics, many adblock users aren’t even detected by publishers: While the problem looks like it’s leveling off, in reality the growth of adblock remains linear. And now, with GDPR and eprivacy regulations on one side, and the crush of Google, Apple, Facebook and Amazon on the other, publishers need to get paid for their content more than ever.
What’s your elevator pitch to a publisher?
Most adblock tech out there is blockable, creating a tiring and unproductive cat-and-mouse game with users. Oriel isn’t. That means publishers can reach all users, regardless of browser or adblock technology to unblock both ads and analytics - including programmatic - and maximise their revenue opportunity
What can you tell us about the methods you have used and the results you have achieved?
While the technology is patent-pending (an unfortunately over-used term, but accurate), the technology has enabled publishers globally to deliver messaging, ads and analytics to 100% of their adblock users when desired, and recover that lost revenue.
What are the key industry developments that are driving the ad blocking challenge now and future? How should publishers respond?
The adblock threat has moved to the browser level, and the large global platforms are making it harder for publishers to deliver revenue and grow. Publishers should take a much firmer line with the large platforms to ensure that publishers’ own future is taken into consideration, and have maximum freedom to deliver revenue.
Additionally, there is a core group of anti-advertising "fundamentalists" who want to eliminate advertising at any cost, but refuse to pay for the content via other means. There is a new generation of users coming that unfortunately are beginning to feel that great content can actually be free. Publishers should ensure that content is paid for via whatever method users choose - subscription, advertising, etc. - but ensure that all pay for it in some way.