The CEO of IAB Ireland, Suzanne McElligott, gives an update below on how the IAB is tackling the Ad blocking challenge, 7th March 2016
The IAB global network believes in an ad funded internet. We want to help brands reach their audiences and to provide revenue to publishers so they can continue to make their content, services and applications widely available. We believe ad blocking undermines this approach.
Today IAB launched two important initiatives:
1) D.E.A.L – an IAB recommended approach for publishers to connect with ad-blocking consumers through a step-by-step process
2) Ad blocking Detection Script which is freely available to members of the IAB Global Network
IABs across markets are currently engaged in further consultation in respect of the development of a Global Advertising Charter. The rollout of the IAB Advertising Charter will ultimately lead to more engaging, user-friendly advertising which will in turn continue to facilitate the advertising supported Internet allowing consumers to benefit from unprecedented access to information and content. The charter is a public commitment to engage and promote good practices in online advertising and recognises that online advertising must enjoy consumers’ trust and demonstrate respect for user rights at all times.
The Charter principles will address the different practices of digital advertising including but not limited to formats, file sizes and data calls with a view to enhancing the consumer advertising experience online. Signatories to the charter should also conform to IAB’s LEAN principles (Light, Encrypted, Adchoices Compliant and Non-intrusive).
The consultative process across national IABs continues throughout March 2016, with final principles to be then agreed. IAB Ireland will provide regular updates on the Charter development and next steps to its members and the wider Irish audience.
Resources & Links on Ad Blocking from the IAB network:
IAB launches Ad Blocking Detection Script – available to all IAB Members
IAB Tech Lab action on Ad Blocking – full list of resources
IAB UK research on Ad Blocking Software – consumer usage and attitudes survey
Adblocking will hurt consumers and publishers – IAB Europe Press Release in response to Mobile Operator Three announcement
IAB “L.E.A.N.” ads programme to improve user ad experience – Light, Encrypted, Adchoices Compliant and Non-intrusive