Randall Rothenberg, presidente y CEO del IAB
According to a study of the Interactive Advertising Bureau (IAB), entitled Ad Blocking: Who Blocks Ads, Why, and How to Win them Back, two thirds of consumers using ad blockers can be persuade to stop using them. The report talks about five keys to convince people of not using ad blockers. The first is preventing access to content alongside a notice stating that content is blocked because of the use of an ad blocker. The second tactic is ensuring that ads do not have auto-play audio or video within contexts where consumers don’t expect them. In third place, making certain that ads do not block content. The fourth is safeguarding users from ads that are infected with malware or viruses, and the last key is guaranteeing that ads are not heavy and do not slow down browsing. IAB summarizes these practices in the LEAN principles (Light, Encrypted, AdChoice supported, Non-invasive ads). Most of the respondents stated that the adoption of the principles would have the greatest influence in getting them to turn off ad blockers. “This study provides actionable insights and guidance for the entire industry to improve user experience and potentially convince consumers to disable ad blockers” said Randall Rothenberg, President and CEO, IAB. “It’s encouraging to see how favorably the IAB LEAN principles were received – confirming that they are critical to the marketplace.”
