[FW Radar] AdBack wants to understand adblockers
Founded in 2014 by Antoine Ferrier, Guillaume Passaglia and Maxime Valette, AdBack makes the profile of adblockers accessible through various statistics. Thus, websites can better understand who their users are, what they are blocking and find a way to provide advertisers with visibility.
More details with Fanny Dautelle, digital marketing assistant at AdBack.
FrenchWeb: What needs does your service meet?
Fanny Dautelle, digital marketing assistant at AdBack: The adblocking phenomenon is increasingly threatening for publishers. Remunerated thanks to advertising revenue, the latter find themselves in a dead end and lose between 15 and 20% of this turnover. AdBack allows publishers to recover between 28 and 60% of their advertising revenue. How? ‘Or’ What? By providing detailed statistics on user behavior and by offering adblocker deactivation or alternative solutions to advertising (responding to a survey, watching a video, micro-payment, etc.). These messages are customizable according to the different user profiles.
What’s your value proposition?
We seek to find and propose sustainable solutions to engage Internet users in order to ensure the funding of free content in the long term. Our mission is to analyze adblocker users in order to recommend the solutions that best suit their type of content consumption and thus offer the most efficient remuneration for content publishers.
Our technology, which is the most efficient solution in the cat-and-mouse game with adblockers, is available in open source and through different plugins. It connects to the multitude of technological or monetization tools available to publishers (ad servers, DMP, CRM, video players, etc.).
We make it a point of honor to remain transparent and open with our customers and with the market.
Who are the users of your solution?
We are addressing all content publishers who seek to understand and monetize their blocked audience: media sites like L’Equipe or BFM, regional, bloggers like Fubiz. We also address all e-commerce sites, advertisers, agencies who want to audit their site, check in real time that adblocker users are not impacting the conversion rate and use specific lead generation tools on this. hearing.
Who are your competitors?
Admiral, Sourcepoint, Uponit, PageFair, Secret Media, Goyavelab are companies linked to our activity but which do not rely on the same functionalities. Our wide range of statistics allows us to differentiate ourselves from our competitors.
Our strength is based on solid technology, at the cutting edge of innovation and impossible to block by adblockers. As most of our competitors try to force ads out, we want to find sustainable alternative solutions to reconcile publishers and users to help develop the Internet of tomorrow.
What is your development plan?
Our analysis module is now 100% free to be able to offer the best understanding of ad blockers for everyone. Our solution is now downloadable for free in the form of a WordPress plugin. So all WordPress sites can use our tool very easily. Our Magento, Prestashop and Drupal plugins will also be available soon.
Our cross-site and multi-device analysis tool will soon (Q1 2017) allow our customers to analyze the browsing journey of a user on different sites. This new tool will give each publisher a better understanding of user behavior in order to find the alternatives best suited to their audience and each user profile.
With nearly 300 sites already using the solution for the past four months, we plan to exceed 10,000 by the end of the year.
Like the anti-adblocking campaign carried out last September with GESTE and several large French publishers, we are organizing a similar campaign with all Belgian publishers. We are also developing in the European (Spain, Italy, UK, Germany, Russia and Poland) and Asian (Vietnam, Malaysia, Thailand) markets.
Other countries and continents should arrive very soon.
What are your challenges?
Take the time to go quickly by not neglecting the understanding and analysis of this audience.
Thanks to our various plugins, we want to make our tool accessible to as many sites as possible, regardless of their audience volume. Better understanding why users block ads to recommend new alternatives to traditional advertising is our main market challenge.
For data to live, it must be available in all existing web analytics tools. This is why we are opening connections with the main tools on the market (analytics, DMP, ad servers, etc.).
We are very involved in the study of adblocking. Too intrusive advertising? Loading time too slow? We are trying to understand how and why users install adblocker.
After a first fundraising of 600,000 euros, we should come to a standstill during the first semester. A second fundraising cannot be ruled out.
We went from a team of 3 to 10 people in one year. We should be in our twenties by the end of the year.
Founders: Antoine Ferrier, Guillaume Passaglia and Maxime Valette
Creation date : 2014, the product was launched in beta in early 2016 after 2 years of R&D
Fundraising : 600,000 euros (UI Gestion, via its IRPAC Creation fund)
Seat : Paris