Have you heard about Ad Blocking? Of course you have. It’s a hot topic for publishers, advertisers, the ad tech industry and consumers. The media storm around the topic has raised awareness amongst publishers (and advertisers) that providing quality and relevant content is one of the best defenses against ad blocking.
As a way for publishers to start thinking of solutions to defend against ad blocking (or maybe more appropriately go on the offense and offset potential revenue loss) the IAB has recently released its “Publisher Ad Blocking Primer.”
The primer, as per IAB, “aims to describe a range of tactics that may be used individually or in tandem in order to mitigate this concern.”
Further, they have laid out a process for how publishers should communicate with users, dubbed “DEAL”
Detect ad blocking, in order to initiate the 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
“Since the advent of the internet, consumers have been accustomed to accessing content on an ad-subsidized basis. Any ad-blocking backlash is a function of ad saturation and relevance – levers that publishers can control,” states Dan Slivjanovski, CMO for RhythmOne. “In the end, we feel this issue will find its equilibrium – and may precipitate new and innovative ways for publishers to monetize access to content, oriented around consumer choice.”
We’re encouraging our publishers to download the IAB’s report as it is a good primer on the risks of ad blocking, and the benefits of publishers pro-actively addressing it. The report also illustrates 7 tactics to combat ad blocking, and tips on how to implement them. Not every tactic will be appropriate for every publisher, but they are likely to inspire as this “battle” continues…