The purpose of this document is to explain what Blockthrough's product does, how it works within the Fuse tag, on your website and how we'll help you understand the uplift.

Q. What is Blockthrough?

A: Blockthrough is an advertising technology that allows publishers to serve programmatic ads to ad block users. This is fully compliant with standards such as acceptable ads and works across most leading adblocking software. The goal of the company is to provide publishers with a revenue stream that they would not have had due to adblocking, whilst maintaining and education end-users around how important ads are to publishers and how they can be implemented in a way that does not decrease a site's usability. 

Q. How does Blockthrough work?

A: Blockthrough sits within the Fuse tag and only fires when a participating ad blocking software is operational. Blockthrough mirrors your header bidding and Google Ad Manager setup (you're end-to-end auction and ad serving flow) for users that would typically not see any ads. See the diagram below to understand the tag flow:

Essentially, when the user has an ad block product running, Blockthrough's tag will detect this case and skew the ad serving process through their product. Other than the ad-block on or off fork, the ad serving process and technology is unchanged. 

Q. Does Blockthrough bring in their own demand?

A: No, Blockthrough does not provide any demand. The ad networks in use are the same networks being used for regular (non-ad block) users. That means you'll see the same networks that Publift provide or you provide in any regular auctions. Blockthrough is simply a facilitator of your own ad set up for ad block users.

Q. How does Blockthrough get paid?

A: Blockthrough charges a revenue-share on the incremental revenue that they provide. Considering that we're using Blockthrough to take ad revenue gained from ad block users up from zero, all achieved revenue is incremental and you still stand to gain a positive uptick from this group of users. 

Q. Will Blockthrough appear as a network in the dashboard?

A: At this stage, it will not. Considering ads are coming from each of your in-use networks, there are parameters that have to be respected at the network level that we would not be able to do if we were to aggregate multiple network's revenue data for Blockthrough. 

Q. If Blockthrough is not bringing their own demand/in the dashboard, how will I know how much I've earned from the technology?

A: We will be sending out a 1-month performance report for your convenience. We've been collecting some key points and have together a graphic for you that will clearly show you the value of the product. At any time, you can request this from the team (via support@publift.com). You can also have scheduled (Gross) Ad Manager reports scheduled if you need. Again, please reach out to support@publift.com.

Product is investing methods for providing reports automatically to our customers (June 2020)

Q. How will Blockthrough be managed by finance?

A: Blockthrough will bill Publift for their share of revenue accrued. After this number has been removed from the total, we then split the remaining revenue with you, based on our services agreement. We take our share net of Blockthrough to ensure that our publishers get the most revenue they can from this product. We will include as part of the remittance process the revenue and costs involved with using Blockthrough.