Digital Advertising

Wired hopes to monetise the fifth of readers using ad blockers with $1 ad-free website

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By John McCarthy | Media editor

February 9, 2016 | 3 min read

Technology outlet Wired has shifted its advertising model to generate revenue from browsers using ad block.

The publication claims it has seen a rise in the number of people using an ad blocker software, it estimates that figure currently sits at 20 per cent of its viewers.

As a result Wired has issued an ultimatum to ad blockers, add the page to the ad blocker whitelist or subscribe to a newly launched ad-free version of the site costing a dollar a week.

Wired announced: “We know that you come to our site primarily to read our content, but it’s important to be clear that advertising is how we keep Wired going: paying the writers, editors, designers, engineers, and all the other staff that works so hard to create the stories you read and watch here.

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“We know that there are many reasons for running an ad blocker, from simply wanting a faster, cleaner browsing experience to concerns about security and tracking software. We want to offer you a way to support us while also addressing those concerns.”

On Monday, Facebook’s Atlas chief, Andy Mihalop told The Drum’s Ronan Shields that “the rise of ad blocking is the result of poor experiences, particularly retargeting”.

He argued that it is important for brands to serve more “engaging, timely and relevant advertising for consumers.”

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