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By Neera from Blockthrough

How Healthline Media's adblock recovery bet paid off

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How Healthline Media's adblock recovery bet paid off
By Neera from Blockthrough • Issue #4 • View online
Hi and welcome to the fourth issue of our newsletter!
If you’ve used the Internet anytime in the last ten years, there’s a very good chance that you’ve visited Healthline at some point. No? What about Medical News Today, Psych Central, or Greatist?
SF-based Healthline Media is the world’s leading provider of trusted health information. Every month, 250m people worldwide and 79m people in the U.S. visit Healthline’s sites, according to data from Google Analytics and Comscore, respectively.
However, as you may imagine, with great audience comes the potential for great adblocking-related revenue loss.
In 2018, Healthline Media realized that they needed a solution to the adblocking problem. Between then and now, Blockthrough has helped them recover more than $1 million in revenue that would have been otherwise lost. And the best part? We did this while respecting user choice and preserving their great UX.
Win-win-win? We think so. Read the full case study here.
Here’s what else you’ll find in this issue:
  • The correlation between ad fraud and large ads.txt files with too many reseller entries—and what that means for publishers.
  • Ad spending on private marketplaces (PMP) is set to surpass that on open exchanges for the first time this year. What are some pros and cons of transacting via PMPs?
  • How to track and prevent invalid traffic (IVT).
We hope you enjoy this issue. If you have any feedback about this newsletter, just hit reply and send me your thoughts!

Latest articles from our blog
How Healthline recovered over $1 million in adblock revenue
How to monitor and prevent invalid traffic (IVT)
Ads.txt best practices to stay protected against ad fraud
The pros and cons of private marketplace (PMP) deals
What's making news in ad tech
Sellers.json was a boon for ad tech, now it's time for Buyers.json
Why Facebook banned news in Australia, but Google cut a deal instead
The Trade Desk hands off Unified ID in key step toward replacing cookies
About Blockthrough
Blockthrough is the market leader in adblock revenue recovery and the most popular solution among the top 150 US-comScore websites. We help publishers monetize their adblocked audience using Acceptable Ads, while respecting user choice and experience.
Finalist, AdExchanger’s “Best Early Stage Technology Company”
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Neera from Blockthrough

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