Oriel Ventures has launched new software that lets publishers analyse, communicate and re-engage their ad-blocking audiences, protecting their content and advertising revenue.
The platform works by analysing the impact of ad-blocking on a publisher’s business, letting the publisher then communicate directly with ad-block users through the presentation of customisable messages.
The publisher can then re-engage ad-block users by using Oriel’s content access control and content delivery protection technology which renders ad-block software ineffective
The firm conducted tests with publishers in the technology, gaming, news, blogging and social media industries, claiming up to 40% of ad-block users opting to whitelist or disable their ad-blocker in exchange for access to ad-supported content.
Oriel is now making its software available to the ad-supported global web publishing community.
Aidan Joyce, CEO and co-founder, Oriel, said; “Ad-blocking has rapidly evolved as a consumer response to poor practice in advertising and the tools we offer today provide immediate results for publishers to render ad-blocking ineffective. Our goal is to expand our content protection delivery platform to encapsulate more user-centric needs by fixing what’s wrong with advertising; namely speed of delivery, ad-choice, privacy concerns and safety for users.”
Globally ad-blocking grew by more than 40% last year and now has more than 220 million monthly active users.
On mobile the worst affected markets are seen in Asia, in particular India where over 50% of the population use browsers which have ad-blocking built in.
Oriel is one of the advertising tech companies working with the Internet Advertising Bureau (IAB), based on its firm alignment with the industry body’s new LEAN principles which will put in place positive steps that the industry can take to redress the value exchange between consumers and publishers.
Founded in 2014 by tech innovator and developer, Aidan Joyce, Oriel Ventures Limited is a joint venture company between Forsage Holdings & Tri-Ant Technologies. The company closed a seed fund investment of €1 million in 2015.