As the ad blocking wars heat up,the IAB‘s Technology Laboratory has launched a new guide that outlines the tactics publishers are using to urge users to stop using the filtering technology. The new Publisher Ad Blocking Primer pack complements the trade body’s ‘LEAN’ set of ad blocking principles for advertisers with ‘DEAL’, a series of […]
As the ad blocking wars heat up,the IAB‘s Technology Laboratory has launched a new guide that outlines the tactics publishers are using to urge users to stop using the filtering technology.
The new Publisher Ad Blocking Primer pack complements the trade body’s ‘LEAN’ set of ad blocking principles for advertisers with ‘DEAL’, a series of recommendations for publishers on how to connect with ad blocking consumers and steer them back towards accepting advertising.
The four steps are detecting ad blocking in order to initiate a conversation, explaining the value exchange that advertising enables and maintains, asking for consumers to change their behaviour and finally lifting restrictions or limiting access, based on consumers’ choices.
The primer identifies DEAL as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process:
“The release of this primer in conjunction with the open-source ad blocking detection script will open the door for transparency and meaningful dialogue with visitors using ad blockers,” said Scott Cunningham, General Manager, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “We believe that a combination of tools and the DEAL approach to communication with consumers will allow publishers big and small the chance to cut through the blockade, ensuring the strength of the open, ad-supported internet.”
“The IAB and the IAB Tech Lab have provided publishers helpful insights into how to build trust with readers and move them towards disabling their ad blockers,” said Jed Hartman, Chief Revenue Officer, The Washington Post, and member of the IAB Board of Directors. “Their focus on engaging readers in this process is vital to the growth of digital marketing and media.”
Several of the tactics highlighted in the primer fit into the DEAL sequence – and all strongly encourage adhering to the LEAN (Light, Encrypted, Ad choice supported, Non-invasive ads) principles, which were released in October 2015 to help publishers create an uncluttered, smooth user experience on ad-supported sites.
The paper points out that the DEAL method of engaging with consumers who have installed ad blockers will be more effective if a publisher’s site offers a user-friendly web environment.
