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IAB Tech Lab Publisher Ad Blocking Primer

IAB Tech Lab Publisher Ad Blocking Primer  View the press release

The IAB Tech Lab Publisher Ad Blocking Primer outlines the range of communications and response tactics available to publishers to connect with visitors who have downloaded ad blocking software. The goal is to give consumers a clear understanding of how ad blocking affects the free content value exchange. Consumers can then make an educated choice as to whether or not to turn off ad blocking to access free content or select another option.

The primer identifies DEAL (Detect, Explain, Ask, and Lift or Limit) as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process:

DEAL
  • 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

The IAB Tech Lab is also making 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.

If you’d like to stay informed about ad blocking solutions, please complete this form: