A New Layer of Value: Why 50+ Publishers in Italy Are Choosing AdWall

Italy’s digital publishing market is evolving. The appetite for quality content remains strong — but traditional monetization models are losing ground.

Paywalls convert just up to 15% of readers. Display revenues continue to decline. 

To stay competitive, publishers are exploring new ways to grow revenue without compromising the user experience. In particular, rewarded ads. One of the solutions leading this shift is AdWall — an innovative  ad unit developed by Membrana Media.

In just a few months, over 50 Italian publishers have adopted the format. The concept is simple: instead of asking users to subscribe or register, AdWall offers a short, skippable ad in exchange for access to premium content.

For many, it’s becoming a new way to monetize — unlocking value from most engaged users while keeping the rest of the reading experience untouched.

Why Publishers Are Turning to Rewarded Ads

Two key trends are driving the rise of rewarded formats in Italy:

• There’s a growing need for additional revenue — without disrupting what already works. Publishers want to increase earnings, but not at the cost of user engagement or retention.
• Paywalls are hard to scale. While many publishers are testing subscription models, only a small percentage of users actually convert. For most, this means missing out on revenue from the majority of their audience.

AdWall fills this gap. It helps monetize a broader slice of traffic — simultaneously targeting only users most likely to convert. It also doesn’t require long-term commitments that tend to push users away. Just a brief moment of attention.

Built for a Results-Driven Market

Every market is different. Italy’s is highly performance-focused. Publishers here test quickly — and drop just as fast if a format underperforms.

AdWall fits right into this mindset, showing strong results from day one. 

• CPM: $13–15
• Consent rate: 40%+
• Coverage: Targeted to just 10–20% of users based on high CTR and engagement

Even with limited exposure, AdWall drives up to 10× higher CPMs than traditional display — all while leaving the experience untouched for the remaining 80–90% of users.

It’s also fully customizable, giving media control over:

• Frequency: Publishers decide how often the ad appears — from once every 2 days to once every 2 weeks
• Format: AdWall supports everything from text and banner ads to video and rich media
• Performance: Messaging is A/B tested to better engage each unique audience

This adaptability makes it easier to strike the right balance between monetization, user engagement, and overall satisfaction  — a win-win for everyone involved. 

Growing Responsibly

AdWall is seeing the most traction among mid-sized publishers — digital media brands that are open to innovation and looking to grow revenue with minimal disruption to the user experience. It’s already live on over 50 Italian websites, and as the product continues to evolve, wider adoption is the natural next step. To support this growth, we’re closely tracking performance across different content types — including news, lifestyle, sports, regional, and niche media. While AdWall is still relatively new to the Italian market, early results are strong, and ongoing improvements are setting the stage for long-term, scalable growth. 

Supporting Quality Media

Ultimately, AdWall is more than a monetization tool — it reflects a broader vision for digital publishing in Italy and beyond.

In a time when audiences demand both access and respect, and when publishers need models that work from day one, rewarded formats offer a balanced way forward.

They drive real outcomes. They give users control. And they support the future of independent media, without disrupting their voice  — one impression, one article, one reader at a time. 

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