IAB launches guide to help publishers combat adblocking

Sarah Homewood
By Sarah Homewood | 8 March 2016
Image source: IAB US website

The Interactive Advertising Bureau (IAB) in the US has revealed the techniques that publishers around the world can use to circumvent the problem of adblocking.

The industry body has called its solution D.E.A.L, which stands for: Detect adblocking, in order to initiate a conversation, explain the value exchange that advertising enables, ask for changed behaviour in order to maintain an equitable exchange and lift restrictions or limit access in response to consumer choice.

To help along this process, the IAB has also released an adblocking detection script available to all IAB and IAB tech lab members, providing them with the opportunity to see – and ultimately engage with – visitors to their sites who have adblockers turned on.

The IAB's general manager, IAB Tech Lab, and senior vice president, technology and ad operations, Scott Cunningham, explains that the release of this primer in conjunction with the open-source adblocking detection script will “open the door for transparency and meaningful dialogue with visitors using adblockers”.

“We believe that a combination of tools and the DEAL approach to communication with consumers will allow publishers big and small the chance to cut through the blockade, ensuring the strength of the open, ad-supported internet,” Cunningham says.

It is unclear if Australia will roll-out a similar offering, with the top job at the IAB locally currently being vacant, after Alice Manners stepped down after three years in the role.

Adblocking is a massive problem for publishers globally, with numbers indicating that internet users using adblocking software has grown to 22% in the UK. With numbers showing that adblocking is costing the Australian ad industry $4 billion.

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