Ad Reinsertion; Effective Ad Revenue Recovery

Publishers and tech companies have been looking for a way to mitigate ad blockers for over a decade. Many techniques are deployed to counteract ad blockers, such as YouTube’s clampdown on ad blockers. Numerous solutions have been put forward, but in this piece, we will look at the most technologically advanced solution, ad reinsertion.

How Ad Blockers Affect Publishers

Ads have been a primary source of revenue for many Publishers, monetising a high proportion of their pages with simple Google and Taboola ads. However, ad blockers serve the main purpose of affecting this stream of revenue, stopping an impression from being served to a user. This results in the ad tech company being unable to charge the advertiser for an impression, leading to no financial reward for a monetised page.

Mark Jackson, co-founder of the Bailiwick Express, commented on the challenge ad blockers pose for publishers.

“Ad blocking is quietly breaking the world of digital publishing. It’s allowed to sneakily hush the important flow of advertising revenue, which is often the main support for publishers. As more and more users turn to ad-blocking apps to escape annoying ads, publishers, dealing with shrinking incomes, have to push content aside to accommodate further advertising – disrupting the harmony of content and revenue. This growing problem creates an unstable situation, where the effects of blocked impressions are upsetting the balance in creating engaging content and staying financially afloat.”

How Does Ad Reinsertion Work?

Ad reinsertion is a far more effective ad revenue recovery strategy than paywalls. First, the presence of an ad blocker needs to be detected, deeming action is needed. Different companies use different techniques for ad reinsertion. A lot of companies make requests to alternative ad servers that have not been noticed by ad blockers before, replacing the blocked ad space with alternative content.  This technique can easily be worked around, as once ad blockers identify the domain, they can add it to a list of blocked domains.

Unfortunately, we do not make detailed information about our ad reinsertion technology (B2 Stealth) available to the public. If you would like to find out how we deploy our ad reinsertion technology using B2 Stealth, then please contact

The Benefits of Ad Reinsertion

Publishers adopting this effective strategy will not just see an increase in ad impressions, it will better off their ad revenue. In times when publishers are making cuts to cope with the change in consumer ad spend, a sizeable portion of extra ad revenue can help change a company’s outlook for months to come.

It is deemed a more effective strategy than overloading a website with advertisements to make up for lost advertising revenue, which can affect user experience. Mark Jackson commented on the current situation of publishers overloading pages with ads in response to ad-blocking.

“In the nuanced choreography of content and revenue, ad blockers disrupt the delicate harmony, prompting publishers to delicately recalibrate lost earnings by saturating their digital platforms with advertising. Amid this battle for survival, the media ecosystem teeters on the edge of strain, where the user experience frequently finds itself eclipsed by the relentless pressures of monetisation.”

Ad Reinsertion also reduces the possibility of ad fraud. Some browsers utilise CSS blocking as an effort to stop ads from being displayed to a user. The browser still downloads the ad, with advertisers and publishers believing the ad has been displayed to the user. However, the browser overrides the instructions from the website to display the ad. The result is no ad has been displayed but a charge has been incurred to the company advertising their services.

B2’s Ad Reinsertion Solution

B2 Stealth is an effective answer for publishers and ad networks who wish to have an effective strategy for ad revenue recovery. Ad reinsertion technology is used to display the original ad to users who have an ad blocker installed. Our unique code can detect and circumvent ad-blockers, ensuring seamless ad delivery directly from your domain. B2 stealth will unlock ad revenue that would have otherwise been blocked by ad blockers.

But First… Identify The Problem

B2 analytics provides detailed information on the volume of your website traffic that is using an ad blocker. This includes the percentage of visitors, their device type, and their location. B2 Analytics is a single line of code that can be added to your website (or WordPress users can use our WordPress plugin). B2 Analytics is free for anyone, no matter how many websites you choose to install the technology on. The critical information provided by B2 Analytics can help you understand the size of your ad blocker problem.

If you want to find out the size of your ad-block problem, you can sign up to B2 Analytics for free, or get in contact with for more information.