How to fight ad blockers? - IAB version

Interactive Advertising Bureau (IAB) posted a peculiar guideline, which goal is to help publishers fight against ad blockers.

IAB DEAL

New tactics called D.E.A.L includes the following:

  1. Detect ad blocking, in order to initiate a conversation
  2. Explain the value exchange that advertising enables
  3. Ask for changed behavior in order to maintain an equitable exchange
  4. Lift restrictions or Limit access in response to consumer choice
    All this will be possible with a special script which will be available to all IAB and IAB Tech Lab members around the world. This script will detect ad blocker on the user’s device and limit the access to the content unless the user disables it.

“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, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “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.”

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