World Population Review Improves Adblock Recovery 10X RPM by Unlocking Full Ad Stack

Publisher: WorldPopulationReview.com

WorldPopulationReview.com is a free, online database dedicated to sharing up-to-date information and statistics about the world’s population. The site’s goal is to make this data more accessible through graphs, charts, analyses, and visualizations. 

Objective: Maximize Revenue Recovered

Operating with an ad-driven business model, World Population Review’s primary goal was to maximize revenues by addressing their adblock traffic. The publisher was already using Acceptable Ads reinsertion, however, they realized that running Admiral’s engagement-based recovery in tandem with AA would yield a significant increase in recovered revenue and achieve the added benefits of full-stack recovery.

Unlike Acceptable Ads, which is limited by the AA’s ad-lite standards, engagement-based recovery unlocks the publisher’s entire ad stack including high-value ad units.  For example, engagement is the only way to unlock video ads as there is no AA standard for video ads.

Adblock users who allowlist are monetized at 100% CPMs, and for publishers who spend time, resources, and effort to maximize yield, this is a critical point of difference. Acceptable Ads is also limited to users of AA-supported blockers and among this audience, only users that have agreed to see Acceptable Ads.
Lastly, adblockers don’t only block ad calls, so Admiral’s engagement-based methodology is the only means by which a publisher can unlock their ad/tech/data & analytics stacks.

Solution: Add Admiral Full-Stack Recovery Option

Admiral launched an engagement strategy that targeted adblock users with a configured CTA to allowlist the site to show support. The Engage message offered a continue-path for users who elected not to allowlist at the time.

For any users that decided not to allowlist (and were using an AA-compliant blocker + agreed to be served AA), WPR’s Acceptable Ads solution was enabled.

In addition, Admiral's visitor engagement approach drove 87,000 new subscriptions in just over 6 months.

Results:

• The combo of Admiral + AA recovered over 2X more revenue per day than AA-based recovery alone
  
  
• Admiral delivered more than 10X higher RPMs than AA
  
  
• Drove over 87,000 new email subscriptions

 For every page view Admiral recovered, they generated 10X more revenue than would be earned by passing that blocked pageview onto the alternative vendor to attempt monetization.

Both solutions in tandem resulted in the best, most profitable solution for the publisher.