Building a Better Web
June 19–20, 2017: Training
June 20–22, 2017: Tutorials & Conference
San Jose, CA

Making money in an ecosystem of ad blockers

Peter Blum (Instart Logic)
9:50am–10:30am Thursday, June 22, 2017
The Web Everywhere
Location: 212 A/B
Secondary topics:  Monetization of the web, Privacy, Third parties
Average rating: *****
(5.00, 1 rating)

Who is this presentation for?

  • Those in marketing and sales and frontend developers

What you'll learn

  • Learn solutions for overcoming the negative financial consequences of ad blockers


Publishers that monetize via advertising are faced with a crisis: the rapid adoption of ad blocking is impacting earnings. Peter Blum explains where advertisers went wrong, how users responded (with ad blockers), the impact of ad blockers on publishers, and publisher responses—including subscriptions, soft and hard messaging, and even unblocking ads—with case studies for each approach.

Topics include:

  • How people monetize content on their own domains
  • How digital advertising got out of hand
  • User solutions and consequences
  • Overview of ad blockers
  • Ad blocker side effects on the user
  • Lost publisher revenue and its side effects
  • Publisher attempts at encouraging users to turn ad blockers off, including passive, active, ad-lite options, and user blocking
  • Pay to play: Paying to be whitelisted
  • Affiliate marketing, native ads, and direct ad sales
  • Scripts to unblock ads
Photo of Peter Blum

Peter Blum

Instart Logic

Peter Blum is the vice president of product management at Instart Logic. Previously, he was the senior director of product management and marketing at Citrix Systems on the XenClient product line. Prior to the XenSource acquisition by Citrix, Peter held product management and presales roles focusing on the XenServer virtualization platform at XenSource and a variety of other technical presales, consulting, and IT administrator roles.