Publishers and advertisers worldwide are in a constant battle with companies that provide ad-blocking solutions for profit, security, performance, or other initiatives. The economic
impact of ad-blocking is real and is costing the ad industry tens of billions of dollars annually.
Ad-blockers work by blocking network requests to known ad serving domains or detecting advertisement attributes, and hiding parts of the page that show ads. When ads are blocked, publishers lose revenue and advertisers lose their reach to the target audience. Simple. The most common ad-blocking plugins are Adblock Plus with an estimated 51% market share and Adblock with an estimated 38% market share.

So, what’s a publisher to do? Only reflectiz’s unique solution, refRecovery, can provide solution to help publishers and content distributors recover the revenue lost to ad-blockers.
refRecovery successfully bypasses ad-blocking technology enabling publishers to get their advertising messages across. refRecovery is an innovative server-side solution which opens and keeps open the main artery between the publisher and the website visitor. All ad types are supported for either desktop or mobile web.

Server Side vs Client Side
There are a couple of solutions on the market which target the anti-ad-blocking challenge, almost all of which are on the client side. These solutions focus on
handling the problem in the same area in which the ad-blockers are found.
As the ad-blockers update their technology, the client side solutions are forced to update their technology often resulting in outages of service and lost revenue. For the publisher, it is a constant fight, that continually requires the website to be revamped and updated.
refRecovery attacks the problem at the server side, enabling the bypass of the ad-blocking technology and essentially making them irrelevant. AdStent creates the web page and
identifies in real time if there is ad-blocking and if so, takes a completely different route to the visitor.

Bypassing vs Eliminating Ad-Blockers
AdStent does not seek to eliminate the visitor’s ad-blocking technology or to block access to content in any way, but simply ensures that the visitor receives the intended content and ads. By eliminating the battle between publishers and content providers, and the ad-blockers, AdStent ensures long term delivery stability of ad and content delivery.

Enablement vs Replacement of Ads
Unlike other solutions, refRecovery doesn’t force publishers to replace their ads to get around ad-blocking. refRecovery enables the delivery of direct ads, as well as alternative ads for those originating in demand-side platforms. Even then, we work closely with the publishers to ensure they maximize the agreements they already have in place.

Cooperation vs Absolute Control
refRecovery can works in cooperation with existing Anti-Ad-Blocking solutions. As a server based technology, refRecovery can identify the different parts of the web page and decide which advertisements are protected and which are not, depending on the requirements of the publisher.
In other words, refRecovery can operate streamlined run with other solutions, and simply to protect different advertisements to varying degrees depending on the customer’s need.

How it Works
refRecovery can be installed in less than an hour by integrating several lines of server side script which can be rapidly activated. refRecovery automatically identifies when ad-blocking technology is in place. refRecovery rebuilds the web page, and the Document Object Model (DOM). The web page’s advertising content is then routed from refRecovery’s SaaS based system, bypassing the ad-blocking technology, and ensuring that website visitors receive the ads they were intended to receive. If there is no ad-blocker present, the page is kept untouched. Visitors who are not blocking ads, are not affected by the process.


The entire process is very fast, and can be measured in milliseconds. It takes place during the page caching process to prevent latency and ensure that there is no performance downgrade whatsoever, while the page load remains the same. In addition, the publisher has full control about which ads should be blocked or unblocked and which items are connected to the ads, including images, subjects, and contents.

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