How To Increase Ad Revenue in 2024

The year 2023 witnessed challenging market conditions for publishers, significantly impacting ad revenue. Many publishers commented on Meta’s decision to reduce the distribution of news on its platform. Additionally, social media emerged as the primary news source for younger audiences, intensifying competition for publishers. Now, with the data from the past year collected, it is an opportune time for publishers to explore innovative ways to increase ad revenue.

What is Predicted for 2024?


Despite expectations of a rebound in ad revenue in 2024, recent news, such as Google’s plan to phase out third-party cookies, may temper the anticipated recovery. This move by Google is projected to result in less targeted ads, subsequently affecting publisher ad revenue through a lower CPM. Some publishers are considering adopting paywalls, although the perception of them being unaffordable poses challenges.

The landscape for 2024 remains uncertain, potentially marking the most significant change for publishers and ad networks since transitioning to digital publications.

Ad Reinsertion

In the dynamic digital advertising landscape, ad tech companies are adapting to overcome challenges posed by ad blockers and tough market conditions. A notable strategy to increase ad revenue in 2024 is ad reinsertion. This method main purpose is ensuring effective ad revenue recovery by bypassing ad blockers and ensuring the display of original or alternative ad content. The chosen approach often depends on partnerships between publishers and their selected advertising platforms.

While ethical considerations surround displaying ads to users who prefer not to see them, the economic realities facing publishers have led to exploring viable alternatives. Ad revenue, historically vital for many publishers, has become even more critical. Esteemed media outlets, including the Daily Mail, heavily rely on display advertising for financial sustainability.

The argument for ad reinsertion centers around the idea that users may need to tolerate ads to access quality content. This trade-off is presented as a means of supporting the journalism industry, where journalists depend on advertising revenue to sustain their efforts in delivering factual news. As the industry grapples with economic uncertainties and redundancies, the ethical implications of ad reinsertion remain an ongoing and nuanced debate within the broader context of digital media and journalism. Adopting ad reinsertion can be seen as a strategic move to ensure the continued availability of valuable content in a financially sustainable manner. Not only will the method help provide for journalists, but the increase in ad revenue will show in quarterly earnings, pleasing many shareholders.

Adopting AI

In 2023, the surge of AI helped many marketers produce key information and ideas for social content, even generating images. The ad industry, not overlooking the potential, sees great opportunities for increased ad revenue in 2024. Some companies have developed advertising technology that uses AI to predict user behaviour. AI can help determine which ad should be shown and where, providing a better user experience and greater potential ad revenue for 2024.

Publishers using AI for Revenue

Multiple Approaches

Although combining approaches might seem like a broad statement, many publishers tend to believe there is only one way to increase ad revenue. Diversifying ad revenue generation methods is essential, as relying on a single source poses significant risks to businesses, leaving them vulnerable to shifts in market trends, consumer behavior, or changes in advertising platforms. By adopting multiple revenue streams, businesses can create a more robust and resilient income model, mitigating the impact of fluctuations in any particular channel and maximizing the potential for overall revenue growth. Moreover, it allows businesses to adapt to evolving industry standards and consumer preferences, ensuring long-term sustainability and flexibility in the face of an ever-changing advertising landscape. The combination of diverse revenue streams not only safeguards against unforeseen challenges but also provides a strategic advantage by tapping into a broader range of monetization opportunities.

Many ad tech companies and partners have adjusted their technology to be compatible with various alternatives. One example of different approaches benefiting a publisher could be installing an ad blocker countermeasure partnered with a subscription. Users visiting a website with an ad blocker may be asked to allow ads, thus helping fund journalism. In the case of ad reinsertion being present, the user will be displayed an ad despite having ad-blocking software. This can drive subscriptions up, as the user may want an ad-free experience. In the case of a user not subscribing, the publisher will still receive a monetary contribution from the user in the form of ad revenue.

How Can B2 Help?

The B2 team develops ad reinsertion technology customized for publisher and ad network needs. We provide key analytics on ad blocker traffic visiting your websites, all for free. This can allow publishers and ad networks to make an educated decision on what the estimated benefit would be of adopting ad reinsertion technology.

If you are interested in how ad reinsertion technology can help you, please contact