Key Takeaways
- Modern adblockers create "dark traffic" that legacy recovery methods cannot detect or monetise, representing a major revenue opportunity
- Next-generation recovery allows publishers to monetise adblocked inventory without resorting to intrusive adblock walls
- Implementing updated recovery technology ensures accurate measurement of all site traffic
- Publishers can restore ad stack performance on blocked impressions while maintaining Better Ads Standards
This case study was originally published by Ad-Shield. Read the full version at ad-shield.com.
As adblockers continue to evolve, Publift is focused on helping publishers fully measure and monetise every user session. Because newer blockers prevent standard ads and analytics from loading, traditional recovery methods often leave valuable audiences unmonetised.
To solve this, Publift integrated Ad-Shield’s recovery technology into our publisher offering. This addition helps identify these audiences and allows our existing ad stack to run safely on inventory that legacy recovery tools miss.
What is Dark Traffic?
"Dark traffic" is website traffic that is completely invisible to standard analytics and legacy recovery tools because modern adblockers block both the ads and the measurement scripts themselves. This leaves a significant portion of a publisher's audience entirely unmonetised and unmeasured.
The integration works alongside Fuse through a simple, lightweight script, keeping setup quick and easy for publisher tech teams.
Results from the May 2025 rollout:
- 5X recovered ad impressions compared to legacy ad recovery methods
- 5X recovered revenue compared to legacy ad recovery methods
- 100% compliance with Better Ads Standards to preserve user experience
We are continuing to roll this solution out across our network; updated results to follow.
With 900+ publishers on Fuse, talk to us to learn how we are updating our technology to help you recover adblocking revenue and better understand your traffic.