The digital ad game is changing, and so are user expectations.
From The New York Times to Dotdash Meredith, publishers are flipping the script—fewer interruptions, more value. Learn how some publishers put user experience first while still cashing in—and how ad-filtering tech helps them balance revenue and UX.
When building ad revenue strategies, publishers need to prioritize user experience. Sure, ads keep the lights on, but if you barrage your users with irrelevant or aggressive ad experiences, you will only frustrate them and they will bounce.
“When you take the user-centric approach and respect their choices, you build a loyal readership base which leads to a profitable, long-lasting business model,” Jan Wittek, Chief Revenue Officer at eyeo warned us back in April.
There’s data to back this up.
Earlier this year, an IAB study showed that users are mostly okay with an ad-supported open web, as long as they don’t have to pay for content. But, many publishers are walking a tightrope between monetizing their audience and offering them the optimal user experience.
In the “ads for content” exchange, users are now utilizing their unprecedented power over their browsing experience to tune out annoying ads. What does this mean for publishers? If you want to keep your revenue streams flowing, it’s time to rethink your ad strategy—and that all starts with focusing on your user experience.
The Crumbling ‘Ads for Content’ Value Exchange
In 2019, 44% of users were okay with ads in exchange for free content. But now in 2024, that number has plummeted to just 31%, according to Statista. That’s not just a drop — it’s a sign that the old model is falling apart. On top of that, 40% of U.S. respondents said they’re “often annoyed” by online ads. Stats like these indicate that the era of irrelevant ads, autoplay videos, and pop-ups is over.
“Nearly a billion users have installed some kind of ad blocker out of frustration with the advertising experience,” emphasizes Wittek. “Brands and publishers who don’t look for more respectful and relevant ways to engage their audience will be at a disadvantage.”
And, the disconnect between advertisers and users is only growing. For example, many marketers love video ads, but it’s a known fact that users actively block or close browsers to avoid them. And what about disruptive pop-up ads? HubSpot research shows that 81% of users leave web pages to ditch them. The message couldn’t be clearer—users are taking control, and publishers need to evolve.
User-centric Monetization from The New York Times and Dotdash Meredith
So, how are smart publishers adapting to this new landscape?
The New York Times successfully transitioned to a user-centric digital subscription model. By offering a metered paywall and specialized tiers like Cooking and Games, they’ve built a base of over 9 million digital subscribers. This approach respects users by providing real value, proving that people are willing to pay for content that doesn’t bombard them with intrusive ads.
Dotdash Meredith is another great example. The publishers slashed ad clutter and improved user experience by focusing on faster-loading sites and fewer, high-quality ads.
Their in-house ad-tech solution, D/Cipher, uses intent-based targeting instead of cookies, respecting user privacy while delivering relevant ads. This shift toward personalization has boosted their digital revenue by 13% in Q1 2024. It just goes to show that when you prioritize your user experience, both your engagement and revenue will grow.
Cleaner Ads, Bigger Wins: Strategies from The Atlantic and Financial Times
The Atlantic has taken a unique approach to monetization by launching a membership program offering more than just articles. Subscribers get access to live events, exclusive content, and premium experiences. They’ve built a loyal base of readers willing to pay for high-quality journalism — showing that user-centric models don’t just improve engagement, they also drive revenue.
Similarly, the Financial Times has embraced a less-is-more approach. The publisher provides personalized content recommendations and mobile tools while keeping their ads minimal and non-intrusive.
The result? Over one million digital subscribers and a growing engagement rate. By focusing on what their audience wants—valuable, personalized content—they’ve found the sweet spot between user satisfaction and monetization.
The Role of Education in Bridging the Gap
The challenge for many publishers is that most users don’t fully understand how ad blocking affects the content they consume. A study by eyeo and GlobalWebIndex found while 87% of ad-blocking users know some websites ask them to disable their blockers, only 53% realize that doing so impacts publisher revenue. This gap in understanding presents a major opportunity for publishers.
That’s why transparency and user education is so important. “Your audience needs clear communication about what they get in exchange for viewing ads. But it’s equally important to make the ad experience clean, valuable, and relevant,” Wittek explains.
Let’s look at Dotdash Meredith again—they’ve excelled at communicating their value exchange. By being transparent with their audience about how ads keep content free, they’ve managed to sustain their revenue even as more users turn to ad-blockers. Publishers who educate their users about this dynamic—without overwhelming them with ads — stand to benefit in the long run.
Supporting UX-Focused Ad Strategies
This is where ad filtering fits in. Users should still have a choice in whether they want to block ads, but without hurting a publisher’s revenue.
Ad-filtering technologies help publishers balance user experience with revenue. Unlike traditional ad blockers — by using the Acceptable Ads Standard—ad filtering allows non-intrusive ads to be shown, even to users who block more aggressive ad formats. This ensures that publishers can still monetize without driving users away.
“We know users are agreeable to this value exchange—94% of users keep Acceptable Ads on, even with the choice to turn it off. Users are willing to see some ads that don’t disrupt their flow if it helps keep the content they love free,” says Wittek.
By partnering with ad-filtering technology providers, publishers can offer a cleaner, less disruptive ad experience. Beyond preventing ad-blocking losses, solutions like these create an environment where users are more likely to engage with ads that respect their experience. And in a world where users are becoming more selective, that’s a critical advantage.
The Future of Monetization is User-centric
The takeaway is simple, publishers who prioritize user experience will thrive. Whether through a subscription model like The New York Times, a membership approach like The Atlantic, innovative ad strategies like Dotdash Meredith, or by integrating non-intrusive ad solutions like ad filtering, the key to success lies in respecting your audience.
Publishers can maintain a positive user experience while safeguarding their revenue streams. The digital landscape is changing, but the formula for success remains the same—put the user first, and the revenue will follow.