Originally at https://searchenginewatch.com/2016/04/29/dennis-publishings-paul-lomax-on-adblocking-and-anti-ad-zealots/

The growth of adblocker usage is one of the major problems affecting publishers today, as it has the potential to cut into ad revenues which many rely on. 

Paul Lomax is CTO and Head of Product Development at Dennis Publishing (founded by the great Felix Dennis), an independent group which publishes many different titles, online and offline.

We caught up with Paul to ask his views on the growth of adblocking and how Dennis Publishing will look to deal with this issue.

How much of an issue is adblocking for Dennis Publishing? 

Not insignificant but still very much in the minority. It varies hugely by market, with tech and younger brands affected more than say our automotive brands.

We have a fairly diverse portfolio, thankfully. Obviously we’re concerned the numbers may grow, so we’re not resting on our laurels. 

Will adblocking force some publishers to abandon ad revenue models in favour of other revenue streams, such as ecommerce? 

I think if other revenue models were viable enough to be a primary revenue stream, they’d already be in wider use. Ecommerce is far from being a new thing. There’s clearly opportunity to further diversify revenue steams, but that doesn’t mean abandoning ad revenue models which are still very strong.

Also, ecommerce (in the publishing sense, usually affiliate based) is not immune from ad-blocking in so far as many ad blockers stop affiliate cookies being dropped, which means the publisher won’t get paid for referrals.

Some publishers may diversify more drastically into real ecommerce, ie shipping products themselves rather than via partners. Dennis, for example, now sells cars and finance online having acquired buyacar.co.uk in November 2014.

<img class="alignnone size-full wp-image-99173" src="https://www.clickz.com/wp-content/uploads/sites/2/2016/04/buy-car.png" alt…

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