Around the Net
Publishers Suggest Putting The Web On A Diet To Combat Ad Blockers
- The Wall Street Journal, Wednesday, March 30, 2016 9:55 AM
It's no secret that the digital media industry has a problem with bloated ads and sluggish web page loads, both are reasons why many consumers have turned to ad blockers. The issues are coming to a head as "people increasingly find content through social media links and view content on mobile devices—two outlets where speed is crucial to keep consumers from growing impatient and moving on," reports Mike Shields in The Wall Street Journal. Now publishers are placing their content directly on Facebook via its Instant Articles program instead of redirecting readers back to their own websites. Publishers are also making their sites compatible with Google Amp (Accelerated Mobile Pages project), the open source initiative that seeks to speed things up. The Journal reports that Vox Media began focusing on optimizing the performance of its sites by attempting to reduce unnecessary code from its site, and anything else that impacted site performance. In January, the company’s sites loaded 54% faster than in April 2015, according to Joe Alicata, Vox’s vice president of revenue products.
The easiest way to way for publishers to make money and to speed up their websites is with Text Link URL ads. The banner itself is not needed. I know some will think I am crazy and should be hung up on the cross and burned to death over this comment. But take a moment to understand what the real issue is behind the bigger problem.
First off, Text Link Ads can not be blocked. We have published over 55,000 ads and not one has been blocked. Why? Because even though we do run banners, the 55,000 ads represent Text Link Native Ads. Those cannot be blocked without blocking the whole contents on our websites. We can make the site faster though hardward and eliminating unneccessary coding.
However the real problem is Google AdSense. Google has refused to give the code for ads in Text Link URL form. They refluse to create an Ad Network company through Google or Google DoubleClick. They hold a monopoly on the quality ads. This is why publishers have to run banners. It's simply doesn't have many choices and because Google wants it Monopoly over the online ad business. For Native Ads to work you need paid coded Text Links and the publsihers can figure out how to place them and yet speed up the webiste and net.
Why is this so hard to understand? Ask Google their thoughts on why they are not giving publishers coded Text Link URLs. You will find this is a biggere story and maybe front page material.