MERCADEO Versión en español
IAB promotes their guide for publishers to combat ad blocking
Manuela Walfenzao| 9 de marzo de 2016
Cunningham: Ahora sabemos más de la tolerancia de los usuarios respecto a las tasas de bloqueo
The Interactive Advertising Bureau’s (IAB) tech lab released a guide to advice publishers in how to combat ad blocking. The guide describes six basic tactics, including: paying ad blocking companies to whitelist a site, revenue sharing with readers, and considering an ad reinsertion approach. “While each tactic will likely be found inappropriate by some, providing insight into the actions available was deemed valuable, especially paired with guidance on the benefits and risks associated with each” the IAB wrote in its guide. The IAB does not make any specific recommendation of the six options, but it does offer its opinion on which might be the most effective: a strategy for people to turn off ad blocking software in exchange for content. This option, called D.E.A.L stands for detecting ad blocking, explaining the value exchange, asking for changed behavior and then lifting restrictions. “We know that users are looking for choice and we have to respect that, so let’s offer them a deal” said Scott Cunningham, SVP Technology and Ad Operations at the IAB. “Forbes and the Washington Post and a number of different companies have been experimenting with this strategy. Now, we know more about users tolerance in these types of things when it comes to ad blocking rates.”
