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.
Mediator WordPress Plugin beta testing

Mediator WordPress Plugin beta testing


We are looking for bloggers and web publishers who use WordPress to beta test our plugin. You can get it for free. Just leave the comment under that post or send us an email at with brief overview of your website. Comments are closed, so nobody except us will see it.

Mediator plugin would be especially usefull if you use MailChimp or Facebook to grow your blog. We also can advice how you could use alternative content option on your website to make money on adblocking users.

3 best ways to deal with ad blockers

3 best ways to deal with ad blockers


$22 billion – this is the money that publishers all over the world lost due to ad blocking visitors in 2015. Sounds terrifying, isn’t it? However, you as a publisher or blogger have plenty of ways to disable ad block. In this post, we describe 3 ways to deal with ad blockers – choose the one that suits you best!

The first way is to block access to the content of your website and politely ask visitors to add your website to the ‘whitelist’. There are 3 variants you could use:

  • – block the content with pop-up message
  • – blurr the text of the post
  • – remove random words from the postwhitelist-image-700x380All three options imply that adblock visitors disable ad blocker or add your website to the white list so that they view the website with ads.

The second way is to block access to the content of your website and ask visitors to subscribe. The payment could be small, just $1, but you could save the revenue that you lose on AdSense advertising. In this variant, you could lose those visitors who do not have access to PayPal or another payment system at that moment.

The third way is trying to make an arrangement with ad blockers, instead of fighting with them. Not block the content, not asking for money, but offer your adblock visitors a good deal. Instead of showing them AdSense advertising, that they won’t see anyway because of ad block software on their deviсes, use this space on your webpage to show them a subscription button, or ask them to like your page on Facebook, or use custom option (for e.g., make an inscription: “Buy my recipe book here” – with a link to Amazon or “Please donate to my project of ecofriendly clothing here” – with a link to a donation page). So in this third variant you could choose not to fight with the ad blockers, but convert them to useful marketing goals, without losing ad revenue.
Convert your useless adblockers to useful subscribers with Mediator! Contact us on for free beta testing! We really need your expert feedback.


Second test of Mediator with Mailchimp (110k traffic tested)

Second test of Mediator with Mailchimp (110k traffic tested)

Blog, Tests & Experiments

Today we finished a one-week test of the Mediator technology. This time we tested it on – leading Russian motor insurance website (among TOP-5 insurance websites in Russian Internet). The website generates almost 200k unique visits per month with 18.4% of adblocking users!


We wanted to test Mediator’s new key feature, which allows them to start gaining more mailchimp subscribers with one click. So, the website owner uses mailchimp for newsletters and he places the subscription form in the middle of the right column. Mediator secured the top-placed AdSense banner and converted adblockers to subscribers for a week.


Part 1. Between 13th of October (when we started the test) and 20th of October, there were 29 new subscribers. Among them 11 people came from ordinary subscription form and other traditional sources and 18 came from Mediator generated form that is showed only for adblockers. That means that Mediator delivered +163% of extra new subscribers.
To make this measure more representative, we are going to turn off Mediator now and see how many subscribers the ordinary form gets on its own.

Part 2. Now we want to calculate subscriber growth more accurately and exclude those users how do use adblock and who will subscribe to newsletters anyways (even if the form is on the second screen). So we measured how many people usually subscribe to the newsletters on average (Mediator is off).
So between 21th and 28th of October there were 12 new subscribers. So we can propose now that the normal new subscriber rate is 14 per each 10 days. It means that Mediator gives (18/12) = 150% more subscribers than usual and boosts overall subscription rate by 2.5!


First short test of Mediator technology: 23.8% income growth

First short test of Mediator technology: 23.8% income growth


Test №1. We tested Mediator technology on popular russian blog (it’s about coffee machines). The average daily traffic is 1800 hosts. According to Yandex.Metrica there were 7,76% of adblocking traffic last months:


We used Mediator to replace context ad in sidebar with SocialMart affiliate programm link. That’s online catalogue of electonics, that pays for every click “our” user made from their pricelist to external shop’s site:



We tested Mediator just 24h. Additional affiliate income was RUB 29,51 with no lost in usual context ad revenue, which is RUB 3713,89 per month:


So the average daily context revenue is 3713,89/30 = 123,8. Mediator technology gives RUB 29,51 more with no loss in conext income.

That means that Mediator increased revenue by 23.8%! And that’s with relativly small adblocking rate for this website (7,76%).


Like giants do

Like giants do


You are not the only one who suffers from growing adblocking traffic. Many national newspapers and big media holdings face the same problem. Let’s see how they interact with adblockers converting them to subscribers or asking them to disable adblocking software:

Le Figaro – the oldest daily newspaper in France and one of the most widely respected newspapers in the world – ran an experiment in 2016. If AdBlock, AdBock Plus, Ghostery or other adblocking software is detected on the user’s computer, the article’s text becomes blurred. The more pageviews users have, the more blurred the text becomes. This continues until the user signs up for premium membership or disables AdBlock.
Le Figaro and Adblock

You can do exactly the same thing on your website or blog with Mediator.  See live demo here.

Forbes – financial and economic magazine asks adblocking users to pay for subscription to the online version of the edition without advertising or add website to the AdBlock white list. Otherwise, users will not be able to read articles on the online version and they can’t even access the site.


German publishing house Handelsblatt and Zeit Online was not satisfied with the policy against blocker ads on their websites, and Hamburg Regional Court heard the case within four months, and then decided that adblocking activities are absolutely legitimate, and users themselves can decide to install an extension or not.

GQ magazine is preventing people using ad blockers from accessing its site with a popup asking them to disable their ad blockers or pay 50 cents to read an article.

Картинки по запросу gq adblock