We started to measure level of adblock users on our publisher’s web sites. In Poland we have one of the greatest % of adbolck users in Europe. The average is around 38%. We have noticed, that one of our publishers has around 50%, so we decided to do something with that. Publishers generally affraid to communicate with their visitors, however it is the key to success.

Problem to solve

over 50% of users are using adblock software.

Solution

Special communication to adblock users.

Effects

week to week comparison (week before changes, week after change)

Page views	+ 3,8%	no change
Page views with ads	+ 39,5%	significant
eCPM	+ 28%	probably because of retargeted ads to valuable users
Total ad revenue	+ 60,8%	great success!