The Interactive Advertising Bureau has released a “Publisher Ad Blocking Primer”, outlining six tactics that publishers are currently using to address ad blockers and ad block adoption.
While the guide does not make any specific recommendations of the six options, which include content locking, ad reinsertion, and subscription, the IAB identifies what it is calling ‘D.E.A.L’ as an appropriate approach for publishers to connect with ad block users. D.E.A.L stands for Detecting ad blocking, Explaining the value exchange, Asking for changed behavior and Lifting restrictions.
Source: Ad Age
The Internet Advertising Bureau UK has announced the results of its latest ad blocking report, conducted by YouGov, which revealed that 22% of British adults online are currently using ad blocking software – up from 18% in October 2015. The report also found that 54% of users would switch off ad blocking software if a website said that was the only way for them access content.
Industry leaders from Sourcepoint, OpenX, Marketo, and others shared their opinions on the recent findings.
The New York Times this week began testing ad block messaging for a small number of subscribers and non-subscribers, asking ad block users to whitelist the site or subscribe in order access its content.
The publisher also plans to explore various other methods of addressing ad blocking, including technology-based and legal solutions.
Source: Wall Street Journal
Google clarified its stance on ad blocking applications this week by updating its developer distribution agreement, stating it will no longer accept “apps that block or interfere with another app displaying ads.” The update comes a month after Google pulled an app called Adblock Fast from the Play store when it discovered that Adblock Fast was stripping ads from Samsung web browsers. The app was later reinstated.
The policy update appears to still allow ad blocking browsers and ad blocking add-ons for browsers.
Source: Business Insider
UK publishers Trinity Mirror and Telegraph Media join the ranks of publishers like City A.M., GQ, Forbes, and others that testing ad block messages for their users. Both publishers are asking ad block users to disable their ad blocker or whitelist the site in order to view content.
Trinity Mirror has been running such messages on its regional title, Birmingham Mail, while Telegraph Media is testing messaging on The Telegraph. No results from either test have been published, although Jim Freeman, group sales and trading director at Telegraph Media Group, said they are seeing positive results.