Alert! You might see a 20% decrease in your Safari ad revenue after June 2024. The reason? Apple’s rumored iOS 18 update and its new Safari feature, Web Eraser.
What is a Web Eraser?
Web Eraser is an upcoming AI-powered feature in Safari that lets users customize their browsing experience by:
- Removing unwanted elements from web pages, such as banner ads, distracting images, or sections of text.
- Using AI to help identify and facilitate the removal of these elements.
- Keeping unwanted content removed consistently, even after the webpage or browser is closed.
Why is this important?
This iOS 18 update could significantly impact publishers and the advertising market (including SSPs and Ad Networks) in the following ways:
- Estimated Revenue Loss: We anticipate that publishers may see an average revenue drop of 20%, assuming that 30% of safari users utilize Web Eraser to eliminate ads, which accounts for approximately 80% of total inventory.
- For Instance: Publisher A with $0.05 Average Display Revenue per User (ADRPU) and for 10M monthly safari users publisher could see a revenue loss of $150k in June if 30-40% of their users utilize Web Eraser.
DataBeat can help publishers adapt to the iOS 18 update and mitigate revenue loss with the following recommendations:
- Ad blocker detection with revenue recovery solutions: Implement a template/pop-up informing users that ads are only the source of income for the site and users can help the site by not removing ads using web eraser. This can help mitigate the 20% revenue loss
- Subscription or tiered access models: If your content is valuable enough, users might be willing to pay a subscription fee or for ad-free access.
- Explore alternative ad formats: Web Eraser might be more likely to target display ads.
- Native Formats: Consider non-intrusive formats like native advertising that blends seamlessly with your content.
- Boost Video Inventory: To offset potential losses in display ad revenue, either increase your existing video ad inventory or introduce new video ads.
- Focus on high-quality content: Web Eraser might be used to target intrusive ads. Make sure your ads are relevant and informative to the user’s experience. People are less likely to erase content that adds value.
By implementing these proactive strategies, you can minimize the impact of Web Eraser and protect your ad revenue.
Stay tuned for more updates and strategies from DataBeat regarding the iOS 18 update.
Additional Recommendations for the iOS 18 Update:
- Engage with users: Create a dialogue with your audience about the changes coming with the iOS 18 update. Inform them about how their support through ad views is crucial for keeping the content free.
- Leverage social media: Use social media platforms to drive traffic and revenue outside of Safari. This can help mitigate the loss experienced due to the iOS 18 update.
- Diversify revenue streams: Look into other revenue streams such as affiliate marketing, sponsored content, and merchandise sales to reduce dependency on ad revenue.
- Increase direct traffic: Focus on strategies to increase direct traffic to your site, which can be less impacted by changes in Safari’s ad handling due to the iOS 18 update.
By staying ahead of the curve and preparing for the iOS 18 update, publishers can better navigate the changes and continue to thrive in a shifting digital landscape.
