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The late 2010’s saw the emergence of the notorious internet arms race between digital publishers and ad blockers. As more and more users turned to ad blockers, publishers turned to adblock recovery software to recover lost ad revenue. One of the greatest challenges publishers face in the digital publishing industry is monetizing content for adblock users. These users make up a sizable portion of digital audiences, with almost a third of the world’s internet users aged 16-64 estimated to be using an ad blocker in 2024. A strategy publishers can implement is integrating adblock detection software into their website, though this is a complex undertaking. And even then, the best adblock recovery software has its pros and cons. Given the importance of ad revenue for many publishers, we’ve compiled a list of the seven best adblock recovery software for publishers, shining a light on some of their benefits and drawbacks. How to Choose the Best Adblock Recovery Software Tools Publishers browsing adblock recovery software have a variety of factors they should weigh up before making a final selection. Let’s look at these now. How Well Does It Intercept Ad Blockers There are many ad blockers currently on the market, many of which come with a wide spectrum of capabilities. As such, some adblock recovery solutions will work better against some ad blockers than others. While these solutions need to be able to detect industry leaders such as Adblock Plus, they also need to offer a wide catalog of software interceptions as users migrate to other programs in pursuit of uninterrupted browsing experiences. Types of Adblock Recovery Strategy It Enables While all types of adblock recovery software are built to detect the use of ad blockers, they can differ in their approach to audience conversion. Particular strategies will work better for different publishers, so it’s important to choose a solution that synergizes well with their desired approach. Adblock recovery software comes with three different types of strategies: Restricting access to content Opt-in permission for ads without restricting access Ad white-listing How It Charges Publishers While adblock recovery platforms typically charge an annual subscription, this is not always the case. Some have alternative pricing models, such as taking a cut of publisher’s recovered ad revenue. Depending on the size of a publisher, this model will be cheaper or more expensive than a regular service charge. Another pricing model recovery software can adopt is to charge on a site-to-site basis, charging more if a site is larger or generates more traffic. How Does Ad Blocking Work? Ad blocking technology works by checking the domain name of media that loads on a site, and then preventing ad creatives from loading. While there are many different technologies available for ad blocking, including specific external programs, mobile devices and VPNs, the most common form of ad blocking comes from browser extensions. Browser extensions for Chrome, the most popular browser by a wide margin, can be found on the Chrome Web Store and can be installed with very little effort. Some browsers, including Maxthon and Brave, come equipped with adblock software. In fact, Chrome’s Better Ad Standards technology also serves as an ad blocker by only allowing certain ads to be displayed. How Effective Is Adblock Detection Technology? There are two common questions about adblock detection software’s effectiveness: How effective is it at detecting adblock? How effective is it at recovering publisher revenue? For the first question, the results are a mixed bag. We conducted a stress test to see just how well these solutions perform against some of the most popular adblock software. However, the ease with which users can find ways around this — such as software hopping — remains a problem. For example, in the course of our research we rather easily found some free ad blocking options that adblock recovery software couldn’t detect. They even worked on enterprise platforms such as YouTube and some of Viacom’s streaming services. The case for the latter question is also complex, though there is an argument to be made for the effectiveness of adblock recovery software in convincing users to turn off their ad blockers. A report released by recovery specialist Blockthrough in 2022 suggests that 22% of adblock users complied with targeted messages (PDF download) and deactivated their ad blockers. Though 66% denied the request — and 16% left the site entirely — a 22% recovery rate is a fairly significant amount of lost ad revenue to reclaim. 7 Best Adblock Recovery Software in 2024 1 Admiral Admiral Admiral is one of the more expansive adblock recovery software on the market and has partnerships with some of the most prominent names in publishing, including CNBC, the Washington Times and the Seattle Times. Admiral has built a reputation for being particularly effective at recovering lost ad revenue, benefiting from a customizable range of features and implementations. One of which is a suite of analytics that can measure revenue losses from ad blockers as well as the demographics of its users by mobile, desktop and by browser. This software can either restrict access to content entirely or funnel the user into a journey of soft requests. Also of note is the platform’s ease of integration with a publisher’s site, only requiring that a single javascript tag be inserted in the header before the full range of analytics becomes available. Admiral bills itself as a visitor relationship management (VRM) platform, meaning that it also offers publishers the chance to optimize when and how custom adblock recovery messages appear to repeat visitors and whether to offer a hard or soft value exchange — either allow ads or pay for a subscription or sign up to a newsletter, etc. In our stress test Admiral performed above average, effectively intercepting the popular Adblock Plus and AdGuard browser extensions. However, other less popular options managed to slip through its net — though it’s important to note that this will become a recurring pattern throughout the rest of the list. Admiral’s pricing reflects that above average performance, however. The platform’s All-In-One suite, which includes features such as pay and registration walls, costs $120 per month. However, just the adblock recovery software can be purchased separately and is based on a share of recovered ad revenue. Admiral Features Customizable adblock user restrictions Offers pay and registration walls AI message creation assistant Adblock analytics suite Customizable interactions with adblock users Pros Good performance in the stress test Variable pricing structure Easy to set up Cons Not all ad blockers intercepted 2 Publir PublirPublir is a less well-known ad recovery tool, only appearing on small publisher sites such as Ballotpedia and Untapped New York. Despite also performing well in our stress test, and its strong set of features, there is one aspect that held this software back: its pricing. Publir has a range of features other than adblock recovery, such as tools for ad optimization and enabling subscription, eCommerce and crowdfunding services. The adblock recovery feature also provides some analytical features to track the effectiveness of the software in recovering revenue. Also worth highlighting is its AI-based smart rules, which can set the conditions on when the software intercepts users. This allows publishers to adopt more advanced strategies for recovering revenue by separating valuable users that use their domain regularly from the occasional visitors, reducing overall bounceback from the software. For the stress test, Publir managed to push through ads for users using Adblock Plus, and intercept users using Adguard. Other, less-popular options managed to slip past its detection. Publir Pro costs 15% of a publisher’s recovered ad revenue. The company offers an enterprise option for larger publishers, requiring interested parties to content the company directly. Publir Features White list ads for adblock, opt-in messaging Subscription, eCommerce and other alternative monetization features AI-based targeted messaging; customizable monetization campaigns Pros Good performance in the stress test Cons Not all ad blockers intercepted 3 Adpushup/Adrecover Adpushup/Adrecover Adtech solutions provider Zelto has two different adblock recovery software options: Adpushup and Adrecover. Adpushup is a well-known ad optimization platform that partners with more than 300 publishing partners globally and, while it didn’t perform quite as well as others in the stress test, it does offer a comprehensive list of optimization features. Adrecover, meanwhile, is a newer addition, having been created by the Adpushup development team and seemingly contains most if not all of Adpushup’s adblock recovery features. This mor focused software solution is used by Spin Magazine, PC Mag and CNet. Adpushup follows strict adherence to the Acceptable Ads standard, which shows up in the platform in two distinct ways. Firstly, its ad-block revenue recovery software is entirely end-user consulted, which means that instead of outright restricting access to content, it asks users to disable the adblock themselves. Secondly, the platform only displays ads that it has previously white-listed, which helps to prevent ads from appearing that could hurt brand image and reduce page load time by ensuring ad units are correctly formatted. This ad optimization stacks nicely with automatic ad layout generation to further increase ad placement efficiency. This can be further experimented with in-software A/B testing. Our stress test showed that Adpushup was capable of intercepting Adblock Plus, while AdGuard and other lesser known options remained unaffected by the software. While Adpushup has three different tiers for purchasing the software, only the Select and the Premium tiers contain the adblock recovery software. Adpushup hasn’t made its pricing structure publicly available, and the same applies to Adrecover. Adpushup Features End-user opt-in adblock recovery strategy Optimizes ad layouts and the RTB process Pros Prevents ads that may hurt brand image from appearing Reduces page load time Cons Lower performance in stress test Non-transparent pricing 4 Blockthrough Blockthrough Blockthrough, which is owned by ad filtering specialist eyeo, is used on more than 10,000 websites, including sites such as Cafe Media, Prisma Media and Complex. The software didn’t perform as well as others on this list during the stress test, only being able to whitelist certain ads through Adblock Plus, while AdGuard or other less popular options ignored it. Eyeo is the developer behind Adblock Plus and launched the Acceptable Ads program in 2011, before the independent Acceptable Ads Committee (AAC) eventually took over in 2017. One of the ways that Blockthrough stands out is through its ease of integration with a publisher’s website. The software needs only one line of javascript in the header of a site to be integrated. Moreover, user compliance data, as well as other types of third-party data, can be onboarded through the software. Blockthrough also comes with an adblock analytics suite, allowing it to determine how many users with adblock visit a site, how many of them successfully turn off their adblock and the extent of the revenue lost. Blockthrough doesn’t disclose its pricing structure, though publishers can sign up to a free demonstration through its website. Blockthrough Features Whitelist ads to appear through ad blockers Suite of analytics Pros Easy integration in sites Cons Ad whitelist only worked on select ad blockers Subpar performance in stress test Non-transparent pricing 5 PubGalaxy PubGalaxy Another ad optimization that has a built-in adblock revenue recovery feature is PubGalaxy, which is used by 2,000 publishers, including the likes of Digiday, The Drum and AdExchange. Though PubGalaxy’s performance on the stress test was on the lower end of the spectrum, it has a wide range of ad optimization features, making it a good choice for publishers who are looking for additional ad optimization features beyond pure adblock revenue recovery. PubGalaxy shares a fair few features with other items on this list, such as only needing a single line of code to be integrated. It includes an analytical suite, as well as ad layout optimization, A/B testing and geo-targeting. The software also includes a few cost-per-mille (CPM) optimization features as well as optimizations to real-time bidding (RTB) auction technologies. PubGalaxy is compatible with Google’s Ad Exchange, open bidding, client-side and server-side prebid header bidding and Amazon TAM & Amazon UAM. PubGalaxy was only able to effectively intercept Adblock Plus in the stress test. AdGuard and the others continued to function as normal. Unfortunately, the pricing for PubGalaxy is not as transparent as some other services, requiring publishers to fill out a query form. PubGalaxy Features Alternative ad layout optimization A/B testing and geo-targeting Analytical suit Pros Easy integration Optimizations and compatibility for various RTB processes Cons Not designed solely to recover lost revenue Below-average results in the stress test 6 UniSignIn UniSignIn UniSignIn is a broad publishing tool that encompasses many different facets of digital publishing, including adblock revenue recovery. It’s used by sites such as AdTonos and Android Guys. UniSignIn’s holistic approach to digital publishing means that it has an inflated cost compared to other more focused platforms. Some of the main draws to UniSignIn comes from its data management capabilities, such as first-party data storage and single-sign-on management. The service is also capable of setting up paywalls and other forms of monetization strategies besides ads. It is also capable of audience segmentation, which could be useful for measuring audience engagement and developing publishing strategies. Another feature worth mentioning is UniSignIn’s “Experience Orchestration Engine”, which publishers can use to change how audiences interact with the site. In practice, it means that publishers can set triggers for when the adblock recovery messages are shown to users, tailoring the experience of the site based on previous interactions with it. UniSignIn delivered an average performance on the stress test, being able to whitelist ads through Adblock Plus. However, both AdGuard and others were still able to block ads normally. UniSignIn is one of the most expensive adblock recovery software on this list. It costs £500 (~$625) for a small website and £2,000 (~$2,500) for an independent publisher, though UniSignIn provides an enterprise option as well. UniSignin Features Broad publishing tool with an adblock recovery feature Capable of setting up alternative monetization features Pros Adblock recovery message tailoring Single-sign on and data management Cons Average performance on the stress test Higher cost compared to other platforms on this list 7 OptinMonster OptinMonster OptinMonster is a lead generation and multi-use publishing tool that claims to be used on more than 1.2 million sites. The platform is better for small publishers rather than larger organizations and enterprises, owings to its 100,000 page view limit on its highest tier. However, organizations such as Harvard and TripAdvisor still use it. Out of every other item on this list, OptinMonster has the broadest suite of publisher tools and features. This works as both a benefit and a detriment to the software, as while it is adaptable to many situations, its adblock detection is barer than others. Some of its other features include subscription management, lead generation, a drag-and-drop campaign builder, advanced targeting rules and eCommerce features. Optinmonster claims its smart adblock detection feature is able to intercept the AdBlock and AdBlock Plus software to whitelist ads. The platform also claims that the adblock detection loads before any other campaign to reduce resource waste and increase site load times. Unfortunately, we couldn’t identify a publisher that uses OptinMonster’s Adblock Detection software and, as such, were unable to verify these claims. In terms of pricing, OptinMonster is one of the cheapest on this list. While there are four tiers — the lowest starting at $16 a month — the adblock software is locked behind the highest tier of $82 per month. OptinMonster Features Broad suite of features for lead generation and ad optimization Smart adblock detection, whitelist ads through adblock Pros Lower price compared to others on this list Can be used for many different publishing needs Cons Less fleshed-out adblock recovery technology compared to others Limits the amount of page views a publisher can receive Final Thoughts The arms race between publishers and adblock users has certainly led to innovations on both sides. Adblock recovery platforms have the potential to claw back some revenue lost to ad blockers, though developers and users on the other side of the divide have shown their commitment to ad blocking technology. Publishers need to consider their publishing strategies before purchasing this software. The most restrictive adblock recovery software methods are only effective for premium publishers. If competition within a niche is high, visitors may very well leave a site for a competitor. It’s a very similar story to that of paywall software. While publishers need to weigh up all the features offered by various software, we’d recommend choosing a platform that offers levels of connecting with adblock users. Simply locking them out of the content is unlikely to yield the best results, whereas treating the process as another customer journey should see greater returns.