Vox, Mic and Quartz are trying to cope with ad blockers

Companies, such as Apple, are planning to allow their iPhone and iPad users to browse using ad blockers, forcing digital-native publishers search for options. Digital media, such as Vox, Mic and Quartz, are investing in more appealing ad formats for their audiences. According to Chris Altchek, Mic CEO, 75% of its audience – more than 20 million people each month- visit Mic via phones and tablets, 60% percent of its mobile traffic comprises browsing on an iPhone or iPad. “Almost all of our ad campaigns include branded content, either text or video. That type of marketing is not blocked by AdBlock” Altchek said. “Leaning into that is what we’re currently doing to deal with people that have ad blockers.” Branded content is not necessarily a cure for all publishers. When an ad blocker is turned on, placements on BuzzFeed’s and Quartz’s home pages that link to branded posts are nowhere to be found. As a result, publishers are turning away from ad-tech companies and turning towards tech platforms’ new distribution options, such as Facebook’s Instant Articles and Apple’s upcoming news app, as ways to insure their businesses and try to prove to audiences that ads don’t have to be deleterious to the content experience.