Publisher ad blocking primer: the tactics available in response to ad blocking

This primer describes the options available to publishers faced with ad blocking, and is intended to provide a comprehensive overview of tactics without making any specific recommendation.
  • Aiming to describe a range of tactics that may be used, individually or in tandem, the working group avoids mentioning one recommended tactic, given the relationships of different publishers to their different audiences.
  • It is the opinion of IAB that conversations with a user should follow the DEAL process: Detect ad blocking, in order to initiate the conversation; Explain the value exchange that advertising enables; Ask for changed behaviour in order to maintain an equitable exchange; and finally, Lift restrictions or Limit access in response to consumer choices....

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