Today the Interactive Advertising Bureau (IAB) released its Publisher Ad Blocking Primer, outlining the tactics publishers are successfully employing to persuade users to stop deploying ad blockers.
The primer identifies DEAL as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process:
- Detect ad blocking, in order to initiate a conversation
- Explain the value exchange that advertising enables
- Ask for changed behavior in order to maintain an equitable exchange
- Lift restrictions or Limit access in response to consumer choice
You can download the primer here>
In other ad-blocking news, today The New York Times began testing out various approaches to combatting the rise of ad-blocking technology, becoming one of the highest-profile online publishers to take such action. The tests will be administered to a relatively small population of subscribers and non subscribers.
On Monday morning, some visitors to the Times’ website who had ad blocking tools enabled were greeted with this message:
The New York Times joins a collection of sites including Forbes, Slate, The Washington Post, and GQ that utilize some type of pop-up to encourage readers to turn off their ad blockers. GQ stops readers using ad-blockers from reading its site altogether. Odds are that more publications will follow its lead.