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IAB Offers Publishers Way to 'DEAL' with Ad Blockers

Tim Maytom

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The IAB's Technology Laboratory has released a Publisher Ad Blocking Primer pack that outlines the tactics various publishers are using to persuade users to stop deploying ad blockers, which includes ad blocking detection code that publishers can make use of.

The trade body has complemented its 'LEAN' set of ad blocking principles for advertisers with 'DEAL', a series of recommendations for publishers on how to connect with ad blocking consumers and steer them back towards accepting advertising.

The four steps are detecting ad blocking in order to initiate a conversation, explaining the value exchange that advertising enables and maintains, asking for consumers to change their behaviour and finally lifting restrictions or limiting access, based on consumers' choices.

"The release of this primer in conjunction with the open-source ad blocking detection script will open the door for transparency and meaningful dialogue with visitors using ad blockers," said Scott Cunningham, general manager at IAB Tech Lab and senior vice president of technology and ad operations at the IAB. "We believe that a combination of tools at 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."

"The IAB and the IAB Tech Lab have provided publishers helpful insights into how to build trust with readers and move them towards disabling their ad blockers," said Jed Hartman, chief revenue officer of The Washington Post and member of the IAB Board of Directors. "Their focus on engaging readers in this process is vital to the growth of digital marketing and media."