{"id":3294,"date":"2016-07-22T11:00:13","date_gmt":"2016-07-22T05:30:13","guid":{"rendered":"http:\/\/gtm360.com\/blog\/?p=3294"},"modified":"2021-12-01T14:25:42","modified_gmt":"2021-12-01T08:55:42","slug":"hardline-stance-works-against-ad-blockers","status":"publish","type":"post","link":"https:\/\/gtm360.com\/blog\/2016\/07\/22\/hardline-stance-works-against-ad-blockers\/","title":{"rendered":"Hardline Stance Works Against Ad-Blockers"},"content":{"rendered":"

With the rising use of ad-blockers by online readers, the blogosphere is full of advice on how online publishers should move away from advertising and find other ways to monetize their content. Some of the alternatives proposed by the digerati include:<\/p>\n

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  1. Micropayments<\/li>\n
  2. Subscription<\/li>\n
  3. Native Ads<\/li>\n
  4. Harvest\u00a0PII<\/li>\n
  5. Remove Obtrusive Ads<\/li>\n<\/ol>\n

    In this blog post, I’ll examine how each of these options has fared in practice.<\/p>\n

    #1. MICROPAYMENTS<\/strong><\/p>\n

    \"gq-ad-block\"<\/a>
    GQ tries 50 cent micropayment<\/figcaption><\/figure>\n

    Micropayment was tried out in the late ‘oughties. As I’d written in my blog post “Micropayments \u2013 Saviors or Enablers?”<\/a> at the time, media honchos had pinned their hope on micropayments to save the digital publishing industry.\u00a0Unfortunately, that vision hasn’t panned out. A raft of micropayment solution providers like TipJoy and TwoNate shut down<\/strong><\/a>.<\/p>\n

    Apparently, many people declared in surveys that they’d pay for content but very few of them actually put their money where their mouth is.<\/p>\n

    I wonder if this trait of consumer behavior has changed in the ensuing decade.\u00a0So, for the same reason that micropayments didn\u2019t work then, it might not work now – although I’d love to be proven wrong by GQ<\/em> and others who are trying it out now.<\/p>\n

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    Will the recent buzz around ad blockers lead to revival of micropayments? https:\/\/t.co\/QNrOENTMJw<\/a><\/p>\n

    — GTM360 (@GTM360) December 21, 2015<\/a><\/p><\/blockquote>\n