Blog three title

March 12, 2024

Ad blockers cost publishers an estimated $35 billion in lost revenue every year. For some publishers, ad blocker rates exceed 40% of their audience. Novum was built with a unique architectural approach that makes ad blockers effectively irrelevant. The traditional approach to ad serving relies on centralised ad servers with well-known domains that ad blockers can easily target. Novum uses a distributed architecture where each advertiser hosts their own ad server on their own domain. Because every advertiser's ads are served from a unique domain, ad blockers cannot maintain a blacklist comprehensive enough to block them all. Publishers using Novum report recovering 20-30% of previously lost ad revenue within the first month. This isn't a hack or a workaround — it's the natural result of building a direct supply chain between publishers and advertisers.