IAB USA announced today that IAB Tech Lab has released the adblocking detection script.
Available to all IAB and IAB Tech Lab members around the world, this script provides them with the opportunity to see , and ultimately engage with visitors to their sites who have ad blockers turned on.
The script is available for free to all IAB and IAB Tech Lab members around the world, that have adhered to the LEAN (Light, Encrypted, Ad choice supported, Non-invasive ads) principles released in October 2015.
The LEAN are aimed to help publishers create an uncluttered, smooth user experience on ad-supported sites.
The script has been released along with the Adblocking Primer, including seven tactics available for publishers to deal with the adblocking problem.
Both the script and the Primer have been conceived and released by the IAB Tech Lab Ad Blocking Working Group.
“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.”
How the script works
When the script detects that the website user has an adblocker turned on, initiates a conversation explaining the consumer the value exchange that advertising enables. Then the script ask the consumer to change his/her behavior in order to maintain an equitable exchange. If the user switches off the adblocker the script lifts restrictions. In case the consumer does not switch off the adblocker the script limits the access to the website.
Seven ways to deal with adblockers
IAB Working Group on Adblocking identifies and explains 7 strategies that publishers can use to deal with th adblocking problem: notice; acces denial; tired experience; payments from visitors; ad reinsertion -bypassing adblockers-; payment to adblocker companies; and Payments to visitors.
The Primer explains how they work each of the strategies as well as their pros and cons.
Image over the headline.- © IAB
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