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Amazon Leads Among Sites in France Losing Out to Ad Blocking

Classified site is the top homegrown site affected

March 27, 2017 | Advertising

Amazon’s site in France could be losing up to $5.5 million annually to ad blocking, according to estimates from Paris-based ad blocking analytics tool provider AdBack. Amazon is at the top of a varied list of sites in France feeling the effects of internet users’ efforts to declutter their online experiences.

According to AdBack, the top 10 sites losing the most to ad blocking range from classifieds site ($3.9 million), to global platforms YouTube ($3.6 million) and Yahoo ($3.3 million), to video gaming-themed video and esports site Twitch ($2.6 million). Other big losers include video game news and video site, listicle and viral video compilation site, and retailer Darty.

Despite the ad blocking debate often being focused most on the extent to which traditional media sites are suffering, AdBack finds the affected newspaper sites ranking just ninth (Le Figaro) and 12th (Le Monde), respectively, with estimated annual losses of between $1.0 million and $1.4 million.

To obtain its ranking, AdBack calculates lost revenues based on a formula that assumes an average CPM of 42 cents based on AppNexus data, multiplied by the number of blocked items per page, the number of page views a site receives each month according to Alexa data, and the ad blocking user rate of the country based on PageFair data.

Ad blocking’s extent in France looks relatively modest. According to a June 2016 study of adult internet users there by Deloitte, only 13% had installed an ad blocker on their smartphone, and nearly nine in 10 had not. Out of the proportion who had not installed a blocker, however, 28% planned to do so in the coming 12 months.

Internet Users in France Who Have Installed vs. Plan to Install* an Ad Blocker on Their Smartphone, June 2016 (% of respondents)

France’s rate was below average for Europe, according to a Q3 2016 study by GlobalWebIndex that found 37% of the region’s desktop users and 17% of its mobile users had employed blocking software in the month prior to polling.

However, a recent study by Strategy Analytics found that among millennials in France ages 18 to 24, 35% had used ad blockers on their mobile phones in 2016—a higher rate than in the UK or Germany. Among older millennials ages 25 to 34, France’s mobile ad blocking rate was 26%—second only to Germany, where 27% of that age group were mobile ad blockers.

AdBack offers an analytics tool designed to study a website’s ad blocking visitors and craft customized messages and find alternative options such as surveys, videos or tutorials to help compensate a site for lost ad revenues.

Cliff Annicelli

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