Uponit was founded in 2015 in Tel Aviv by 5 cyber security experts who served together at one of Israel’s elite intelligence units. Uponit is backed by Jerusalem Venture Partners, a leading Israeli VC, which focuses on media and cyber security.
Uponit believes in fair play in the online publishing ecosystem and promises to protect and maintain it. Uponit’s ad recovery solution suite is its first offering and is based on the deepest and most comprehensive technology available today. We are in the process of developing more solutions that focus primarily on user experience.
If you’d like to learn more on how you can protect and grow your online ad business, you can email us at [email protected] or call us +1 (212) 634-4572
On Adblocking and Ways to Reduce Their Effect
Why do users continue to use ad blockers even after publishers improve the ad experience?
Users will always look for easy ways to avoid ads or get access to free content. This has also been the case with ad skipping on TV. Obviously, a bad ad experience can accelerate the adoption rate of ad blockers, but creating “better ads” will not necessarily lower the use of ad blockers. We believe it is up to publishers to actively remove the threat of ad blockers without forcing users to take action, otherwise, their online business will continue to suffer great losses.
Isn’t ad recovery perceived as “anti-user”?
This notion has been adopted by some publishers because, after all, users have been installing ad blockers in order to block ads. However, our data shows that adblocking users remain engaged when ads are re-displayed to them and are not vocal about this change, contrary to when they are blocked from accessing content. The main reasons are that users’ preference of free content overcomes their dislike of ads, and installing an ad blocker was likely not triggered by the experience users have had with your website.
Why is restoring ads the only effective method to reduce the impact of ad blockers on websites?
Restoring ads responsibly and informing adblocking users about it is the only balanced approach that makes sense at scale, since it achieves immediate results across all adblocking users, does not force users to choose or take action and keeps them engaged on your website.
Creating a better ad experience is important as part of improving the overall user experience and keeping users engaged. However, it has not necessarily lowered the use of ad blockers.
Offering sponsored content also makes great sense and can be considered as an additional revenue stream, but is far less scalable.
Blocking access to content and forcing users to disable their ad blockers on your website damages user experience and may negatively impact your brand far more than any other method. Most publishers engaged in content blocking have suffered from a decline in website traffic and user engagement due to a steep rise in bounce rates that also led to a drop in search rankings.
Such publishers have also faced numerous complaints from frustrated users who either did not know how to disable their ad blockers, or were wrongly detected as having one enabled.
Furthermore, these publishers found themselves in a cat and mouse game with ad blockers, who have been constantly bypassing their content restrictions, leading to a very unstable user experience. It is no wonder why most publishers engaged in content blocking have stopped the experiment after a short test period.
Asking users nicely to disable their ad blockers, has also had very limited success so far.
Finally, asking users to pay for an “ad free” experience is only relevant to a fraction of publishers whose content is considered by users as highly premium or exclusive. For all remaining publishers, paying for content will at best create a niche revenue stream that will not sustain their online business.
Uponit Solution and Technology
What is the difference between Uponit’s client-side solution and alternative CDN or server-based solutions?
CDN based solutions require that the publisher forward part or all of its traffic through the servers of the ad recovery vendor. Server-side solutions require that the publisher either: (i) install a plugin or drop code in its server-side (mostly for display ads), or (ii) switch to a different platform to serve its content and ads (mostly for video ads). In some cases, backend implementation require that the publisher’s traffic is proxied through the ad recovery vendor.
CDN and server-based solutions are highly intrusive, complicated to integrate and often require that publishers move to a new platform (CDN, video platform, etc.). Such solutions are also quite risky for publishers , since they lose control over their websites. A downtime in the ad recovery vendor’s servers, will most likely cause severe damage to the performance of their websites.
Conversely, client-side solutions offer a simple, less intrusive integration, but in most cases provide only a partial solution against ad blockers, since they are tunable to stop ongoing blocking attempts. See “Do you use domain rotating techniques or WebSocket technologies to bypass ad blockers?” for further information on what most ad recovery vendors offer.
Uponit is the only solution that offers the best of both worlds: a simple, non-intrusive client-side integration, and a durable immunity against ad blockers. On top of that, Uponit offers comprehensive ad recovery, for all ads types across all platforms, with full pixel tracking and cookie targeting support.
What is the difference between “Ad Recovery” and “Ad Placement” solutions?
Most vendors who provide ad placement solutions present themselves as offering ad recovery solutions. However, there are key differences between the two.
Placement Recovery solutions recover the same placement (or other placement in the same page) and fill it with 3rd party demand offered by the placement vendor. This solution is not suitable for premium publishers who have direct demand. The main reason for offering this solution is the inability of the placement vendor to recover the publishers’ direct demand (which includes all ad types) and therefore the solution they provide is technically inferior, offering lower-CPM static banners or text ads instead.
In contrast, an Ad Recovery solution like the one Uponit offers, offers full recovery of the same placements and the same ads, so the monetization of the new unblocked inventory is similar to the “regular inventory”. This approach leads to displaying better quality ads with higher CPM, and freeing the publisher to sell any type of ads. This approach is more technologically advanced and therefore offered by a select few. Uponit is the only client-side ad recovery vendor today to offer such capabilities.
How is Uponit different than other ad recovery solutions?
Uponit is the only client-side ad recovery solution that is seamless to deploy and manage, offers full ad and tracking coverage as well as full immunity against existing ad blockers.
What is Uponit’s 3-level adblock bypass?
Our ad recovery solution works on the request, response and DOM levels.
RESPONSE LEVEL: Our servers receive the ad contents from the ad servers and scramble them, using unique metamorphic techniques, that remove any patterns which tag the content as an ad. This effectively makes the ads unsignable and undetectable by ad blockers.
DOM LEVEL: Lastly, Uponit’s solution fully reconstructs the ads in the browser, while providing full coverage during the process, and creates new DOM structures to host the ads, making them undetectable to ad blockers.
What is the deployment and integration process?
Deploying Uponit’s solution is fast and easy. All you need to do is embed our code, define which ad placements to unblock and add our Key-Values to your ad server, for segmentation. The rest is done on our side.
In the dashboard, you also have an option to activate the Recovery module. Once activated, your direct demand sources are automatically enabled from ad servers we support (if your ad server is not on the list, please contact us), including supplying your ad server with our special Key-Value, for all blocked impressions, so you can segment by it and redirect specific ads to fill these impressions.
Additionally, we enable most content recommendation networks out of the box. For support of all other demand sources, please read “Do you support direct as well as programmatic ad campaigns?”. As part of the integration we test for and remove any discrepancies between our servers and your ad server, and integrate with your 3rd party DMP (if you have one) to enable user targeting.
Is Uponit’s solution proxy-based?
Do you support strict privacy standards?
Uponit’s solution fully complies with all current privacy policies and standards. It does not place cookies on users’ browsers, nor does it collect any end user information. We do, however, re-enable previously blocked tracking placed by our clients, their advertisers and any 3rd-party tracking allowed by them.
Do you track users?
No, we don’t track users. We do, however, re-enable tracking by advertisers, publishers or 3rd parties who were previously blocked by ad blockers.
Not only is the runtime of our code 0.7 milliseconds but we also optimize every ad, resulting in 20%-30% faster page load times.
How do you improve page load times?
We highly optimize every ad. All ad calls are activated via our servers and not via the browser. We collect all ad resources on the server side, compress them and then send them bundled to the browser. We identify the required resources per ad, leading to much faster response times. This mechanism accelerates page load times by 20%-30% and has a very positive effect on user experience.
How do you ensure a great ad experience?
First and foremost, we mainly focus on enabling direct advertising campaigns and native content ads. This prevents extreme use of waterfalling and user tracking and ensures better quality ads. We also do not recover, under any circumstances, desktop pop-ups or pop-unders. Our solution also accelerates the loading of the ads onto the webpage, resulting in higher quality ads that are faster to load and less prone to privacy issues.
How much does Uponit solution cost?
Our Detection & Measurement module and Communication module are always free to use. We charge a fixed CPM rate only for the ads we actually recover, by the type of ads (display, video and content ads). We only charge for filled inventory. Contact us for a quote.
Do you automatically support my CMS?
We offer an asynchronous solution that works in parallel to and independent of your CMS. You can choose to work with any CMS and Uponit’s solution will not interfere with it or with the normal operations of your website.
Are there any risks associated with using Uponit’s solution?
Absolutely not. Uponit’s solution is only active for adblocking users and works asynchronously, focusing on recovering your blocked ad impressions only. This means that we do not interfere with your CMS or the normal operations of your website.
What type of data do you provide in the dashboard?
In the Detection & Measurement module, we provide metrics about your adblocking rates, by comparing the total number of page views to page views of users with an ad blocker. In the Recovery module – we provide you with details on the number of unblocked impressions, per type, and the CTR of each ad placement.
All data may be filtered by geography, platforms, domains and date-ranges.
Do publishers need to employ Uponit’s Detection & Measurement module if they already measure adblocking on their websites?
Yes. We have encountered many cases of false measurements when publishers used 3rd party measurement tools or developed their own. Uponit’s Detection & Measurement module is free to use and we recommend using it since we detect any type of ad blocker (browser, extension or network based) and employ 3 levels of detection, on the ad request level, response level and DOM level.
Do you support direct as well as programmatic ad campaigns?
Our goal is to provide users with a high quality ad experience. Therefore, our primary focus is on supporting direct, programmatic direct and content recommendation campaigns. That said, we also support programmatic, open market networks that have direct demand sources, in order to avoid daisy-chaining and have more control on the ads quality. These demand sources are either supported out of the box (for those that support proxy configuration) or after they whitelist our domain.
Do you support pixel tracking?
Yes. Recovered ads are rendered normally on the users’ browsers, so pixel tracking is fully supported. Pixel responses are routed through our undetectable channel to your ad server and your advertisers, as applicable. This process is seamless to the advertisers.
Do you support 3rd party (DMPs) cookie targeting?
Yes. 3rd party cookie targeting is fully supported. In case DMP calls get blocked, we perform a simple integration with the DMP, since all communication routes through our servers. In this case, all user targeting history is maintained.
Which ad servers do you support?
We currently support DFP, Zedo, Fusion, ConvertMedia and SmartAdServer. We, however, continuously add more ad server support based on customer requirements so please feel free to reach out to us about this.
Can the ad server recognize blocked impressions that Uponit serves?
Absolutely. We send the ad server our Key-Value, for all blocked impressions, so the publisher can segment by it and redirect specific ads to fill these impressions.
Can the ad recovery message be customized?
Yes, the ad recovery message is fully customized. This includes the type of message displayed (informative or opt-in), the message itself (and all resources), its location on the webpage and rules for triggering the message (i.e. show first time users only, etc.).
How is the message deployed?
After the message is designed and all relevant details and resources are sent to us (see “Can the ad recovery message be customized”) we will deliver the message securely employing the same methods and mechanisms that we use to restore ads, ensuring that the message is not blocked.
What ad blockers do you provide an immunity against?
We provide publishers with an ongoing protection against all ad blockers, on desktop and mobile, whether browser, extension or network based. We detect and bypass ad blockers on 3 levels, which helps us automatically provide immunity against new ad blockers as soon as they are released . See “What is Uponit’s 3-level adblock bypass”.
Do you use domain rotating techniques or WebSocket technologies to bypass ad blockers?
Absolutely not. Ad blockers can easily bypass these methods and employing them will result in “cat and mouse” fights that may cause publishers severe damages to their online business.
What type of ads do you recover?
We fully support all ad formats and ad sizes, on both desktop and mobile platforms, including display (static and rich media), video (instream and outstream) and native content ads. From a policy standpoint, we do not approve popups and popunders as we believe these intrusive ads lead to a bad user experience.