Facebook’s Q1 earnings again confirmed winning adblocking strategy:
‘Desktop ad revenue grew 22%, despite a decline in desktop usage, and was aided by our recent efforts to limit the impact of ad blocking technologies, which we began in Q3 of last year’, David Wehner, Facebook CFO
Facebook took key steps in late-2016 to respond to adblocking on its platform, including using the IAB LEAN standard display formats
The IAB LEAN Ads programme supported by IABs around the world introduces the next phases of advertising technical standards for the global digital advertising supply chain. The LEAN formats are designed to provide better UserX of digital advertising across device:
L: Light. Limited file size with strict data call guidelines
E: Encrypted. Assure user security with https/SSL compliant ads
A: Ad Choices Support. All ads should support DAA’s consumer privacy programs
N: Non-invasive/Non-disruptive. Ads that supplement the user experience and don’t disrupt it.
IAB Ireland has engaged with Journal Media, INM and DMG Media who are currently testing the new LEAN responsive formats, with IPG, Group M, Omnicom Media Group and Core Media all supporting the initiative.