USA, 9. marca 2016.
The IAB Technology Laboratory 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
The IAB Tech Lab simultaneously released its exclusive ad blocking detection script available to all IAB and IAB Tech Lab members around the world, providing them with the opportunity to see – and ultimately engage with – visitors to their sites who have ad blockers turned on.
“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.”
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.
For more informations:
http://www.iab.com/wp-content/uploads/2016/03/IABTechLab_Publisher_AdBlocking_Primer.pdfIAB Releases Ad Blocking Primer That Recommends a New ‘DEAL’ Between Publishers and Consumers
Europe’s top publishers on what they’re doing about ad blocking