August 15, 2016

I haven’t talked much about ad blocking, but it is a real issue online advertisers. The digital ad industry has tried labeling it as a “fringe” activity popular among young men, gamers and Europeans. But it can no longer be dismissed as an underground activity.

According to the Interactive Advertising Bureau (IAB), reported by the Wall St. Journal, 25% of web users in the U.S. now employ ad blockers on desktop computers. What to do? The IAB believes two-thirds of those people could be talked out of using ad blockers, reports CMO Today.

How exactly? The IAB recommends a multipronged approach for website owners/publishers, including cutting off some content from people who use ad blockers, cleaning up annoying ads like autoplay video and making sure ads won’t slow down web experiences. Is this view overly optimistic? Yes, given that people who have already chosen to install ad-blocking software aren’t likely to give publishers the benefit of the doubt.

One comment

  1. Boy, howdy, your conclusion is well stated. If it’s a news site (the MSM is a particularly egregious) and a chiding message comes up suggesting I turn my blocker off then I’m gone. With so many sources out there, odds are the same story is out there without the distortion that often accompanies articles from the national outlets.

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