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.
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!