Advertising on any website that relies on advertisers for revenue is just as important on Twitch. (Hello from Vox Media.) But it’s war. Ad-bloc keeps websites tax-free, and then those sites bring innovation around the blog itself. Escalation is the norm.
It is also the background to the current ad-based controversy on the streaming site. Twitch pushed an update that broke the popular ad-blocker, Ublock. Ublock users were greeted by a sudden pop-up that they could use a third-party tool or browser extension that “affects site performance” every 10 or 20 minutes – a bit like the site trigger midroll ad.
A Twitch spokesperson told me that users are getting those specific pop-ups because the tool they are using is manipulating the site code. The man insisted that the midroll experiment was over, adding that Twitch had not really changed the site’s overall ad density – that is to say, the only automated ads running on the site were prerolls, and streamers could disable it for their customers Is. (They also note that some large broadcasters may use third-party tools to run automated ads on their trends, and that sometimes it looks like they’re coming from Twitch.) For its part, Twitch says it is No Targeting ad-blocked users with more ads than any other.
For Twitch, the ads are a little different than those on other free sites: because the service is live, the ads obscure the content they currently create on the site. You can miss things you can’t do with YouTube. Imagine, if you come, you are watching a football game in the middle of a clutch game, triggering an unacceptable ad. You can always watch replays, of course, which means, technically speaking, you won’t miss anything. But it feels terrible to lose that crucial moment as it unfolds. This was the situation for a few weeks on Twitch this summer: the company began testing automated midroll ads, which were universally hated.
Twitch has targeted viewers using ad blockers by repeatedly running ads in an attempt to annoy the audience. You don’t have to disable your ad block to prevent this, they will run every 10 minutes. pic.twitter.com/70CevtuugF
– People (@ People 2525) November 2, 2020
Bottom line: when an ad is blocked, no money is made – no streamer and no twitch. “As far as the CPM is concerned, the streamers are getting a bad end to the deal,” he said. As of September, both partners and affiliates in the U.S. are earning 50 3.50 per 1,000 ad views.
“Things are hostile because streamers don’t like running ads. And viewers won’t even like the ads because of it, “says Twitch Partner Lovko when I get to Discord. “When you’re getting 10 viewers … running ads I mean it’s not just going to add, right? And it’s very interesting for the viewers, “he added. “I think Twitch works to create ads in this regard, something that works for streamers.”
People say that she has no problem with users targeting Twitch who use ad-blocking software because it is a big part of Twitch’s business model. But she also says she thinks Twitch can perform better through her streamers. “I think if you push on ads, it won’t work,” he says. “Twitch is about the community unless it comes to these kinds of things. And then he looks down from the very bottom. And for me, I think forced enforcement, these types of people react negatively. “Which seems true.
She also thinks that ads on Twitch can be done better. “You have overlooked ads, good inline ads, low third ads that are no more seamless with the live nature of live content – Twitch.”
