广告拦截器：不要与他们战斗； 了解他们

According to a study called Adblocking goes mainstream, published in September by PageFair, a provider of ad blocking solutions for publishers, and Adobe, there has been a “69% increase in number of Adblock users over the previous 12 months”, in 2014 Q2. Depending on the country, the online population using ad-blocking software can be as high as 28%.

根据针对发布商的广告拦截解决方案提供商PageFair和Adobe于9月发布的一项名为“ Adblocking成为主流 ”的研究，在2014年第二季度，“ Adblock用户数量在过去12个月中增长了69％” 。 根据国家/地区的不同，使用广告拦截软件的在线人数可能高达28％。

Let us take a look at the issues raised from the three participants’ perspectives (publishers, advertisers, and users), and find ways to monetize the content differently from a publishers’ perspective.

让我们看一下从三个参与者(发布者，广告商和用户)的角度提出的问题，并找到从发布者的角度以不同方式货币化内容的方法。

发布商与广告商与用户 (Publishers vs. Advertisers vs. Users)

The publishers, their users, and the advertisers are all living in the same ecosystem of information and monetary circulation. Nevertheless, each participant has its own goals and views on the ad-blocking concept.

发布者，他们的用户和广告商都生活在同一个信息和货币流通的生态系统中。 尽管如此，每个参与者对广告拦截概念都有自己的目标和看法。

The publishers provide content and want to reach as many users as possible, while monetizing their work to keep on producing content, paying their expenses, and making some profit on top of it.

出版商提供内容并希望吸引尽可能多的用户，同时通过其工作获利以继续生产内容，支付费用并从中获利。

That first goal (reaching users) is often obtained by providing free content to the users. Free content can be consumed without friction, but content is not produced for free. The monetizing part of the equation is often solved by adding advertising to the content to keep it free, as putting content behind paywalls tends not to work very well for most publishers.

第一个目标(吸引用户)通常是通过向用户提供免费内容来实现的。 可以消耗自由内容而不会产生摩擦，但是内容不是免费产生的。 等式的获利部分通常是通过在内容中添加广告以使其保持自由来解决的，因为将内容放置在付费专区后面对于大多数发布者而言往往效果不佳。

When the users install ad-blocking software in their browser, the content they consume does not push advertising dollars to the publishers who have to find other ways to monetize it.

当用户在浏览器中安装广告拦截软件时，他们消耗的内容不会将广告费用推给发布商，而发布商必须寻找其他方式将其货币化。

The advertisers want to promote a product and/or a brand through exposure to the potential consumers. By putting their ads alongside content interesting for the specific demographic segments they want to reach, they can gain targeted exposure. This is where publishers enter the game. An ad with no contextual content is like a billboard on the side of the road: the brand exposure is wide, but it is hard to tell if it works well in terms of ROI.

广告商希望通过接触潜在消费者来促销产品和/或品牌。 通过将广告与他们想要覆盖的特定受众特征感兴趣的内容放在一起，他们可以获得针对性的展示机会。 这是发行商进入游戏的地方。 没有上下文内容的广告就像路边的广告牌一样：品牌知名度很高，但是很难确定它的投资回报率是否很好。

Besides, with an ad blocker in place on the visitor browser, the ads can still be served and counted as printed, even if they are not visible any more. This issue is close to the more general ads viewability problem: an ad is still paid for by the advertiser, even if no one actually sees it.

此外，在访问者浏览器上放置广告拦截器后，即使不再可见，仍可以投放并算作已打印广告。 这个问题与更常见的广告可见度问题非常接近：即使没有人实际看到广告，广告仍然由广告客户付费。

The users are consuming content and are used to doing it for free, especially the marketing segment of the millenials who were born between 1980 and 2000. By installing an ad blocker, these users express a strong message both publishers and advertisers need to understand. This message is segmented by the reason they use ad-blocking software.

用户正在消费内容并习惯于免费使用它，尤其是1980年至2000年之间出生的千禧一代的营销领域。通过安装广告拦截器，这些用户表达了强烈的信息，发布者和广告商都需要理解。 该消息按他们使用广告拦截软件的原因进行了细分。

According to the previously mentioned survey, almost half of these users do no want ads at all, while a third want to remove specific ads, whether they are found distracting (animations, sounds) or intrusive (pop-over, interstitial, non-skippable video). Performance in term of page speed and battery life, and privacy concerns about third party tracking are also cited as the primary reasons for users installing ad blockers.

根据前面提到的调查，这些用户中几乎有一半根本不想要广告，而三分之一的用户想要删除特定的广告，无论是分散注意力的(动画，声音)还是令人讨厌的(弹出式，插页式，不可跳过式)视频)。 页面速度和电池寿命方面的性能以及与第三方跟踪有关的隐私问题也被认为是用户安装广告拦截器的主要原因。

广告拦截器如何工作？ (How Do Ad Blockers work?)

From a browser perspective, an ad is a string of text in the Document Object Model content it parses to render on the screen. It can include plain HTML, JavaScript, or any content delivered by a specific server.

从浏览器的角度来看，广告是文档对象模型内容中经过解析以呈现在屏幕上的字符串。 它可以包括纯HTML，JavaScript或特定服务器提供的任何内容。

By parsing the DOM before the browser does, the ad-blocker plugin detects the signature of the ad (a string of text from a huge list of possible offenders) and removes it from the DOM. When done well, it is fast enough for the user to never know there was an ad there, except when some eerie unbalanced blank space appears in the design.

通过在浏览器之前解析DOM，ad-blocker插件可以检测广告的签名(来自大量可能的违法者的文本字符串)并将其从DOM中删除。 如果做得好，除非用户在设计中出现一些令人毛骨悚然的不平衡空白空间，否则它足以使用户永远不知道那里有广告。

要绕过还是不绕过？ (To Bypass or Not to Bypass?)

Knowing how they work, it is possible to completely evade ad blockers, for instance by re-encoding each ad on the fly. The signature of the ad goes polymorphic, a bit how adapting computer viruses defeat anti-virus programs. It is then not possible to list the signatures, since they are always different.

了解它们的工作原理后，可以完全逃避广告拦截器，例如通过即时对每个广告进行重新编码。 广告的签名是多态的，这一点就是适应性计算机病毒如何击败反病毒程序。 这样就不可能列出签名，因为它们总是不同的。

But as a publisher, do you want to stand out as one of only a few sites that force ads on their users?

但是，作为发布商，您是否想成为将广告吸引其用户的少数几个网站之一？

广告拦截的柔术 (The Jujitsu of Ad Blocking)

An ad blocker presence can be detected via JavaScript on the publisher’s website. This way, it is possible to display a disclaimer about the site’s ad revenue needs, as shown in the example below.

可以通过发布商网站上JavaScript来检测广告拦截器的存在。 这样，就可以显示有关该网站的广告收入需求的免责声明，如下例所示。

Other ways can be found by content publishers, though:

内容发布者还可以找到其他方式：

• Ask your visitors to whitelist your site in their ad blocker’s parameters. If your visitors truly value the content you provide, they will do it, as a few ads here and there are a very small price to help you publish the content they keep coming to consume on your site.
  要求访问者在其广告拦截器的参数中将您的网站列入白名单。 如果您的访问者真正看重您提供的内容，那么他​​们会做的，因为这里有一些广告，并且价格非常低廉，可以帮助您发布他们不断在您的网站上消费的内容。
• Display premium offers to invite your users to pay a minimum fee to navigate without ads.
  显示高级优惠可邀请您的用户支付最低费用来浏览无广告。
• Ask them via a non-obtrusive survey form why they use an ad blocker, which can give you insight and help you better use advertising in the future.
  通过非干扰性调查表询问他们为什么使用广告拦截器，这可以为您提供洞察力并帮助您将来更好地使用广告。
• Display some affiliate content directly hosted on your site (hence not real ads but another way to monetize your site’s real estate).
  显示一些直接托管在您网站上的会员内容(因此，不是真正的广告，而是另一种通过您的网站的货币获利的方法)。

大玩家对此有何看法？ (What Do Big Players Think About It?)

The Interactive Advertising Bureau, an advertising business organization made up of more than 650 leading media and technology companies, is strongly against ad blockers as they are viewed as economic suicide for free content on the web. In a CNET interview, Mike Zaneis, its Executive Vice President, says that ad blocking is fundamentally wrong and creates an unsustainable economic situation leading to blockers having to be denied access to publishers’ content.

互动广告局 ( Interactive Advertising Bureau )是一家由650多家领先的媒体和技术公司组成的广告业务组织，强烈反对广告拦截器，因为它们被视为对网络免费内容的经济自杀。 在其CNET采访中 ，其执行副总裁Mike Zaneis表示，广告屏蔽从根本上是错误的，并造成了不可持续的经济状况，导致不得不阻止访问者访问发布者的内容。

The controversy is even stronger regarding Eyeo GmbH, the company behind AdBlock Plus, the leader of the plugin market, as they block all adds by default, while asking advertisers to pay an undislosed amount to be whitelisted under the guise of an acceptable ads manifesto. Since this company is funded by advertising, it is at the same time judge and party, which “might not seem palatable” for a publisher like The Guardian.

对于插件市场的领导者AdBlock Plus背后的公司Eyeo GmbH而言，争议更大，因为它们默认情况下会阻止所有添加，同时要求广告商以可接受的广告宣言的名义向白名单中未公开的金额付款。 由于这家公司是由广告资助的，因此它同时是法官和政党， 对于像《卫报》这样的发行商来说 ，这“似乎并不可口” 。

Ghostery, another ad blocker is likewise playing on both sides, helping the users hide from the ad industry while providing data to this same industry, as explained by Mashable.

正如Mashable所解释的那样 ，另一个广告拦截器Ghostery同样在双方上发挥作用，帮助用户从广告行业中躲起来，同时向该行业提供数据。

Whatever you may think about ad-blocking software, these plugins are used a lot and will probably keep being used for quite some time. Thus, to alleviate their effect on your revenue stream, you should not depend on ads alone for your revenue but instead find other ways to monetize your content.

无论您对广告拦截软件有何想法，这些插件都会被大量使用，并且可能会持续使用一段时间。 因此，为减轻广告对收入流的影响，您不应仅依靠广告来获得收入，而应寻找其他方法来通过内容获利。

发挥您的收入来源的创意 (Be Creative with Your Revenue Sources)

If a visitor blocks your ads, it may be a sign you should get more creative with your revenue sources. There are many ways to monetize your content, and aggressive advertising that bypasses an ad blocker and potentially antagonizing your users, may not be the best way to do so.

如果访问者屏蔽了您的广告，则可能表明您应该利用自己的收入来源发挥更大的创造力。 有多种方法可以通过您的内容获利，而绕过广告拦截器并可能与用户产生反感的激进广告可能不是最佳方法。

会员营销 (Affiliate marketing)

By displaying and linking to specific products related to either your content, your demographics, or both, you can provide a service to your users that is not as intrusive as regular ads. You can completely customize its design and integrate it naturally into your content.

通过显示并链接到与您的内容，受众特征或两者相关的特定产品，您可以为用户提供一项不像常规广告那样令人讨厌的服务。 您可以完全自定义其设计并将其自然地集成到您的内容中。

按次付费 (Pay-per-view)

In the Pay-per-view model, a user can consume a bit of your content, say the first part of an article, and be asked to pay a small amount to be able to read the rest of it.

在按次计费模型中，用户可以使用您的部分内容(例如文章的第一部分)，并要求您支付少量费用才能阅读其余内容。

付费墙 (Paywall)

The paywall model is a generalization of pay-per-view. Instead of paying for one piece of content, the user is asked to pay for a bundle subscription, usually time-based (e.g. full access to all content for one month).

付费专区模型是按次付费的概括。 要求用户支付费用的方式是通常基于时间(例如，一个月内可以完全访问所有内容)的捆绑订阅，而不是付费。

In The New Yorker’s graduate paywall implementation, users can read 6 articles per month for free, then they are asked to subscribe for $1 a week for three months.

在《纽约客 》的毕业生付费专区实施中，用户每月可以免费阅读6篇文章，然后要求他们以每周1美元的价格订阅三个月。

高级访问 (Premium access)

In a premium access model, the deal is to stop displaying ads for a fee. YouTube, one of the leading participants in ad-supported content, is considering paid subscriptions.

在高级访问模式中，交易是停止收费显示广告。 YouTube是广告支持的内容的主要参与者之一， 正在考虑付费订阅。

原生广告 (Native advertising)

Native advertising – for example, advertorial or branded content – is advertisement in the form of editorial content. As it blurs the frontier between content and advertising, it bypasses any ad filtering system. But it should be used carefully because if a publisher provides too many native ads with no real value for its visitors, they will stop coming back.

本地广告(例如，广告内容或品牌内容)是编辑内容形式的广告。 由于它模糊了内容和广告之间的边界，因此绕过了任何广告过滤系统。 但应谨慎使用，因为如果发布商为其访问者提供太多没有实际价值的原生广告，它们将停止返回。

The New York Times is one of the leaders in this area, as you can see in this example or this one.

如本例或本 例所示 ，《纽约时报》是该领域的领导者之一 。

通过其他渠道发送内容 (Sending content pieces through other channels)

Blendle, the “iTunes for the press”, sells articles to its users by the unit. The Economist and many Dutch newspapers already sell content this way through this service launched in April 2014. The New York Times Co. and Axel Springer SE (Die Welt, Bild…) entered its capital on October 27. In their model, 70% of the article revenue goes to the publishers, and 20% of their free users convert to paying subscribers.

Blendle (“新闻媒体iTunes”)按部门向其用户出售商品。 《经济学人》和许多荷兰报纸已经通过2014年4月推出的这项服务以这种方式出售内容。《纽约时报》公司和Axel Springer SE(比尔德·维尔特，Bild…)于10月27日进入首都 。按照他们的模式，其中70％文章收入归发布者所有，其20％的免费用户转化为付费订阅者。

重新包装旧内容 (Repackaging old content)

If you sit on a trove of evergreen content in your archives, another way to monetize it is to repackage it. Bring some context to it, add an introduction, and voila, you can now sell it as an e-book (see The New Yorker’s After 9/11 )or as an app (like The New Yorker’s Digital revolution).

如果您的档案中有大量常绿内容，那么另一种赚钱的方法就是重新打包。 给它带来一些背景，添加简介，瞧，您现在可以将其出售为电子书(请参阅《纽约客的After 9/11》 )或应用程序(如《纽约客的数字革命》 )。

捐款 (Donation)

The Wikimedia Foundation, the non-profit organization behind Wikipedia, regularly asks for donations on its flagship website. As they say, “We are not against the world of online advertising, nor are we against other organizations that host ads. We just know ads are not an appropriate thing to find in a project devoted to education and knowledge – and especially one that strives for balance and neutrality.”

维基百科背后的非营利组织Wikimedia Foundation定期在其旗舰网站上要求捐款。 正如他们所说 ：“我们既不反对在线广告世界，也不反对其他托管广告的组织。 我们只知道，在一个致力于教育和知识的项目中，尤其是为实现平衡和中立性而努力的广告中，找不到合适的广告。”

This is definitively the way to go if you are a not-for-profit organization, especially if your donators can use their donations towards income tax breaks.

如果您是非营利组织，这绝对是必经之路，尤其是如果您的捐赠者可以将其捐赠用于减免所得税的话。

But asking for donations is not reserved for not-for-profit websites. We often see developers and designers asking for a cup of coffee or a free beer via a PayPal button. But there are other solutions emerging, such as Patreon which provides a crowdsourcing platform with a similar goal. Recurrent payment is the only choice, credit/debit cards and PayPal are accepted, and as in classic crowdsourcing sites, milestone goals can be set for specific levels of funding.

但是，为非营利性网站保留捐款并不保留。 我们经常看到开发人员和设计师通过PayPal按钮要求喝杯咖啡或免费啤酒。 但是还有其他解决方案正在出现，例如Patreon ，它提供了一个目标相似的众包平台。 循环支付是唯一的选择，可以使用信用卡/借记卡和PayPal，并且在传统的众包网站中，可以为特定级别的资金设定里程碑目标。

观看大型出版商 (Watch the Big Publishers)

As we have seen in this article, there are many ways to monetize your content, especially in this age of ad blocking software becoming more and more prevalent.

正如我们在本文中所看到的，有很多方法可以通过您的内容获利，特别是在这个广告拦截软件时代日益盛行的时代。

The New York Times, one of the most inventive content publishers of these days in term of monetization, experiments with different levels of this list: Native ads created by T Brand Studio, its in-house content studio, subscription apps (NYT Now, NYTimes app), (graduate) paywall and regular digital subscriptions, content sold (and consumed) through third-party channels. Keeping an eye on their experiments, which are commented a lot and hence easy to find out, is a good way to monitor the different content monetization models.

就货币化而言，纽约时报是当今最具创造力的内容发行商之一，它尝试了以下不同级别的列表：由T Brand Studio，其内部内容工作室创建的原生广告，订阅应用(NYT Now，NYTimes应用程序)，(研究生)付费专区和常规数字订阅，通过第三方渠道出售(和消费)的内容。 密切关注他们的实验，这些实验被评论很多，因此很容易找到，这是监视不同内容获利模型的好方法。

翻译自: https://www.sitepoint.com/ad-blockers-dont-fight-understand/