Company: Instart Logic
Product: AppShield Ad Integrity
Date: March 28, 2017
Discussion with: Peter Blum, VP of Product, Dan Berkowitz, Head of Communications
Product strengths appear to be breadth of ads covered, ease of integration, maturity, and cost. On the last, you pay a percentage of revenue recovered.
Company overview: Instart Logic is a cloud services company founded in 2010. It has raised $140M in investment to date, and is used by over 500+ enterprise websites. The primary focus is application delivery. The company has built a global CDN which it sells at commodity prices, with various premium performance and security operations built on top. The anti-ad blocking Ad Integrity product is part of AppShield.
Here’s what the unencrypted calls look like in Chrome Developer Tools (blacked to hide client name).
Here’s what they look like after encryption. Obviously, harder to detect and block.
As part of its operation, the system can notify the regular ad decisioning system that the viewer was running an ad blocker. This allows Instart and the customer to track revenue recovered. In addition, Blum reported that virtually all clients using their system also eliminated interstitial and overlay ads to avoid, in essence, irritating this class of visitors. As a result, there was very little loss of engagement from visitors with foiled ad blockers as measured by metrics like time on site or length of articles viewed.
I asked Blum the top five questions prospects should ask before choosing an anti-ad blocking solution. His answers were as follows, with observations regarding the Instart solution.
- Who’s using it? With 20% of the Comscore 100, Instart has proven credibility.
- What type of advertisements does it protect? Because it encrypts the entire page, Instart preserves all advertisements, including display, video, native, sponsored content, and the like. Many other technologies only work with video-related advertisements?
- Does it force you to work with specific exchanges? Instart doesn’t.
- What’s it cost? Instart gets paid a percentage of the ad revenue that they recover.
Note that I have not independently verified any of this information.