Start-Up Chile-Backed Mediator Launches, Aims To Help Publishers Deal with AdBlock

Start-Up Chile-Backed Mediator Launches, Aims To Help Publishers Deal with AdBlock

  • Startup launches Mediator 2.1: Plugin that helps web publishers get benefits from adblocking audience.
  • With easy-to-use interface that allows convert useless adblockers for useful subscribers, web publishers now can gain social capital with no special technical skills required.
  • Founders look to develop plugin to product that completely close the issue of AdBlock for web publishers.

December 15th, 2016 – Founded by Web-publisher partners and backed by Start-Up Chile, Mediator is launching new approach to deal with adblock users without loss in ad revenue.

Now, small and medium web publishers and bloggers have an affordable and easy-to-use tool for engage and monetize visitors with active AdBlock Plus or any other adblocking software. Mediator is the first product that suggest win-win situation. Plugin identifies adblockers and convert them to publisher’s useful marketing goals like new subscribers, social media likes and other custom options. Clients benefit from reaching marketing goals is increasing social sharing and traffic without risk in money.

With the cost of ad blocking to publishers nearly $22 billion during 2015 according to Adobe research, one’s losing ad revenue has become more important than ever before.

Says Co-founder & CTO Artem, “We analyzed traffic of five our own websites in June 2016. During this time websites were visited by 201 873 unique users, 26 961 among them used adblocking software (13 % of all traffic). The percentage of ad block active users today in Chile is 14% and in USA is 15%. This means that average blogger in the USA with 3000 unique visitors will lose about $660 in 2016. There are millions of bloggers and small web publishers face this problem all over the world”.

“Today for medium web publishers and bloggers it is available only detect & count software or simplest plugins to block content for adblockers. Mediator allows the new approach – not only detecting and measuring adblock users, but give ready-to-use marketing instrument with no coding. With our product customers could get back that lost profit and convert adblocking traffic to other marketing goals”, adds CEO and Founder Daria.

Mediator is a plugin that helps small and medium web publishers generate leads and measure the results. Day-to-day statistics and analytics is available and very easy to understand. Once plugin detects adblock user it replaced block ad with marketing option that publisher chose before in plugin’s dashboard.  Plugin valid in all modern browsers, SEO friendly and works with all kind of ads and Google AdSense also.

As part of Start-Up Chile Female leaders program, Mediator is a startup on the rise that is poised to help web publishers with new approach to deal with adblockers, monetize them and reach new marketing goals.

Mediator launch

Mediator launch


We are pleased to announce the launch of our plugin. It’s free version available for download at WordPress plugin’s directory Our plugin helps web publishers and bloggers to deal with adblocking traffic without loss in ad revenue. Detailed day-to-day statistics and and analytics is included.

And here is the main Mediator’s features:

  • Detect adblock software (AdBlock Plus, Ghostery, Brave, Ad Muncher etc.)
  • Replace blocked ads with Facebook like button option
  • Replace blocked ads with MailChimp subscription box option
  • Replace blocked ads with any custom html code
  • Block content by gradually blurring text to visitors with adblock and notify them with custom or default
  • message
  • Supports Google AdSense or any other ads
  • Works in all modern browsers
  • Embed your ad using widgets or shortcode
  • Compatible with other shortcode plugins
  • Measure the conversion for each channel
  • SEO friendly (does not increase bounce rate)
  • Responsive design friendly

We also could consult you what content option is better for your website to make money on adblocking users. If you try our plugin and have a question, do not hesitate to contact us by email

Overview of adblocking problems (FAQ)

Overview of adblocking problems (FAQ)


1. How many people use AdBlock in 2016? There are two companies that frequently research adblocking traffic. First is PageFair, which published its most recent study in August 2015, in collaboration with Adobe. They estimate that, in 2015, there are 198 million global users of adblocking software. Of these individuals, there are: 43 million in the United States (15% of all American users),  18 million in Germany (25%), 5.7 million in France (10%). You can find information on adblocking penetration in other countries from PageFair’s review here. The second company is Blockmetry, which has more recent data. Based on a study conducted in August 2016, they estimate that the proportion of total users who use adblocking are higher:  31.5% in the United States  33.3% in Germany, 45.6% in France. You can get other latest numbers here.

While the estimates obviously differ significantly, I will utilize PageFair’s numbers to generate conservative estimations. Because Blockmetry sources their survey information from their clients, who installed Blockmetry’s product to measure AdBlock percentage. So there is an inherent bias in their figures (since web publishers who are already suffer from high adblocking traffic are more likely to be interested in measurement).

Creators of adblocking software also have statistics. While publishers are loosing $2 billion every month, AdBlock Plus has 500 million downloads and 50 million active users as was reported in May 2016. Ghostery, another popular plugin for blocking online advertisment has been installed over 50 million times (according to Scott Meyer, CEO of Ghostery). Adguard is said to have 12 million users. Opera browser, that have built-in adblcoker, has 60 million active users on desktops ((however we cannot determine what proportion of them are using this option). And there are many other adblocking plugins with unknown number of users.

2. How many users with adblock visit my website? Anyway, all the numbers above are average worldwide statistics. Percentage of adblocking traffic on any two websites or blogs could be very different. Adblocking rate of specific website depends on it’s niche, geography, age and background of it’s target audience. On my website the maximum is 19%, minumum 6%.

Unfortunatelly, Google Analytics doesn’t have a report of adblocking/not adblocking traffic. But there are plenty of services and plugins that can measure the amount of people with adblocking software on your website. All of them works basicly in the same way. They try to show something that is very similiar to an ad and then check with JavaScript if that ‘something’ was actually shown to user (e.g. check that element’s height). You can find plenty examples of simple JavaScript code to do it. Like this one, for example. If you want out-of-the box solution to measure how many of your visitors have adblock you can use:

3. Can I block AdBlock?

You cannot block AdBlock unless you use your own ad management system. In that case you can try to change the banner image size (e.g. 500×50 instead of 468×60), host the image on your server and/or avoid using words like ‘ad’ or ‘banner’ in the banner’s filename and in the code around the ad. In other words you should ensure that the banner’s html code doesn’t look like a standard banner. Making banners using HTML5 is also a good idea.

But if you are using Google AdSense there is no practical solution to bypass adblocking software (even Facebook wasn’t successful in trying to do so).

4. How web publishers deal with adblockers, if it’s unblockable?

The advertisement industry doesn’t have one universal answer to the adblocking problem. Here is a brief overview of different approaches used by websites around the world t to deal with adblocking users:

  • Native ads. Some newspapers and media sources use more native advertisement techniques (e.g. placing advertiser’s text inside article) or use their own ad managment systems. This is suitable for websites that have direct contracts with advertisers or agencies.
  • Blackmailing/blocking. This is a method which detects adblockers and prompts users to disable it, or ‘whitelist the website’. They can even block content from users with adblocking software. This technique is primarily used by major publishers such as Forbes, Time Magazine, Le Figaro and others. You can see examples here. In addition, here are some WordPress plugins that will help you to create a similar alert: AdBlock Notify, NoAdblock Nice message. But remember that blocking the content in any way will increase your bounce rate, which can affect your SEO
  • Paywalls. This can be used in combination with the above strategies, and is based on the “If you’re going to block ads, which are my source of revenue, pay me directly for this content” school of thought. You have the potential to earn money on paywall if your content is so brilliant that users will pay to see it. You can always test it to see how it works for your own personal situation. There are WordPress plugins (like Pay-to-View) and services for any website (like Cointest) that can put this in place.
  • Alternative ads/goals for adblockers. This is the most rarely used technique, based on the ‘divide and conquer’ principle. For ‘ordinary’ users without AdBlock on their devices, you place the AdSense banner in the optimal location on your website. For adblocking users, you would place custom text-ads by affiliate programs to earn money, or a subscription form to collect more signups for your newsletter (for example). As a result you has the same revenue but you improve your social capital or mailing list. WordPress plugin for that technique is Mediator.