Publishers around the world are adopting DEAL in combination with building a better user experience to combat ad blocking.
DEAL is 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.
Read about some of the latest publishers who have deployed DEAL methods to engage with their audiences:
In the United States:
- The Washington Post Tests Blocking People Who Ad-Block – September 10, 2015
- Condé Nast’s GQ Tells Readers to Turn Off Ad Blockers or Pay Up – December 29, 2015
- Inside Forbes: From ‘Original Sin’ To Ad Blockers — And What The Future Holds – January 5, 2016
- How Slate, The Huffington Post, Bloomberg fight ad blocking – January 15, 2016
- How WIRED is going to Handle Ad Blocking – February 8, 2016
- New York Times Experiments With Ways to Fight Ad Blocking – March 7, 2016
Publishers are also taking action in Europe:
- Europe’s top publishers on what they’re doing about ad blocking – March 8, 2016
- The Guardian to try tougher messaging to ad blocker users – March 9, 2016
- Sweden’s publishers are joining forces to simultaneously block ad-block users – March 14, 2016
- French publishers find tougher tactics actually work with ad-block users – April 25, 2016
- The Financial Times Decides to Get Creative With Ad-Blocker Blocking – July 20, 2016
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. 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. The DEAL method of engaging with consumers will be more effective if a publisher’s site offers a user-friendly web environment.
Learn more about DEAL and LEAN
IAB Tech Lab Publisher Ad Blocking Primer
If you are a publisher who has deployed a DEAL approach and you want to be listed here, please contact us.
Let us showcase how your publication has made a DEAL with consumers.
