The IAB UK has strongly stated that the way to combat ad blocking is to move towards an ad-funded internet.
In an announcement on their website, the organisation wrote that it is:
“Working together with the industry and consumers to find viable solutions to minimise ad blocking, and thereby protect the content and services we have come to expect online for free or for little cost.”
The statement forms the most recent part of the “IAB Believes” initiative, which was started a year ago to tackle what they consider the five biggest issues facing digital advertising today; brand safety, viewability, ad-fraud, (all ad verification issues), ad blocking and privacy (both consumer-led issues).
To move towards an ad-funded internet, the IAB wants to fight bad advertising at its source. For example, they released the LEAN FAQs last month to improve the industry standard of display advertising and so provide consumers with a better UX. Both of which are hugely important issues, especially as:
22% of British adults online are currently using ad blocking software - a rise from 18% last year.
However, over half of those using ad blocking software would turn it off to access the content they want to view.
Ve Interactive’s Director of Digital Strategy, Charlie Ashe, believes that we have an opportunity now to change as an industry:
“By listening to users and reacting to their demands, not only can we tackle ad blocking, we can also work to deliver more relevant, user friendly and better performing ads to the end user. That can only be a good thing.”
Ultimately, an ad-funded internet would mean an improved and more relevant internet for every user, and ad blocking could become a thing of the past.
For more information on ad blocking and what it means for users and the digital industry, check out our content from our ad blocking series:
- How Effective Display Ads Can Dodge the Ad Blockers
- Ad Blocking: 5 Reasons It’s Not as Terrible as you Think
- Ad Blockers are “Breaking the Internet”, According to New Study
- Debunking the Adpocalypse: What Ad Blocking Means for Brands and Consumers
Head to our Resources section now for more insight: