Earlier this month, the IAB Technology Laboratory released its Publisher Ad Blocking Primer, outlining how publishers are encouraging consumers to stop installing ad blocking software, which is forecasted to block about $41 billion of global ad revenue this year.
The primer has a handy acronym called DEAL geared at publishers hoping to evolve the conversation of ad blocking with consumers and facilitate an open, transparent dialogue. The report points out that the DEAL approach is more effective with consumers who have already installed ad blockers if the publisher’s site is a user-friendly web environment. DEAL stands for:
- 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 choices
The ad blocking primer, and the acronym, follow on from the IAB’s October release of the LEAN principles—Light, Encrypted, Ad choice supported, Non-invasive ads. For March’s paper, the IAB Tech Lab also released an exclusive, open source, ad blocking detection script that allows IAB and IAB Tech Lab members to see and engage with visitors to their websites who have turned on ad blocking software.
MediaMath is an active member of the IAB and earlier this year was officially verified by the Trustworthy Accountability Group (TAG), created by the 4A’s, the ANA and the IAB to focus on four core areas: eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity and promoting brand safety through greater transparency. Our CEO Joe Zawadzki has said in media interviews and bylines that ad blocking is a call to produce better advertising that is increasingly relevant, creative and seamless and should include consumer mindshare. For more on where we stand on ad blocking, check out the following posts:
The paper can be downloaded at iab.com/adblockingprimer and the ad blocking detection script at iab.com/detectionscript.