More consumers adopt ad-blocking software every day, leaving media outlets scrambling for a solution. The tech lab at the Interactive Advertising Bureau (IAB) has developed a guide that could possibly help.
The IAB’s DEAL plan suggests publishers do the following:
- 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 choices
The IAB elaborated on its DEAL plan in a massive ad-blocking primer, which gives six courses of action a publisher can take with the pros and cons for each plan.
The six options include paying ad-blocking companies to whitelist sites; asking consumers for micropayments and seeking non-financial payments, like getting consumers to fill out a survey in order to read a site’s content.
Any anti ad-blocking action by publishers is going to be met with some resistance, but it’s important that they get ahead of the issue. This IAB report is a good first step.