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New Mobile Monetization Study: Effects of Blacklisting

Posted Dec 1, 2015

Once shrouded in a veil of monetization mystery, ad blacklisting is an old practice that has been falling out of favor with some mobile app publishers as of late. What is causing this shift, and would removing blacklists be advisable on a broader scale?

To address these inquiries, we studied the effects removing blacklists had for 8 apps in Q3. Spanning over 32 million ad impressions and reaching nearly 2.4 million users, our new Mobile Monetization Study: Effects of Blacklisting provides some answers.

Download the Full Report

 
Highlights from the Study
From the data covered in this mobile monetization report, it is evident that removing ad blacklists improves monetization without affecting user retention. In fact:

  • Removing blacklists rives an increase in overall publisher revenue through increased video eCPMs.
  • Removing blacklists has no statistically significant effect on user retention, with DAU and MAU figures remaining stable.
  • Removing blacklists has no statistically significant effect on user engagement, with number of sessions and average session time figures remaining stable.
  • Removing blacklists that target entire app categories can result in exceptionally high video Ad ARPDAU gains.
  • Removing blacklists that ban top apps across multiple categories does not hinder user retention or average session time.

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