"Ever since Apple announced plans last June to introduce an ad-blocking feature to the Safari mobile browser as part of its new iOS9 platform update, we haven't been able to move for press, blogs and opinion pieces speculating about the impact of ad blocking, ad infinitum (sorry). The rise of ad-blocking could herald the end of the free internet; The Digital Media Industry Needs to React to Ad Blockers.....or Else; Ad blocking gives Web users a voice; Ad-pocalyse Now."
"Well okay, that last headline was an indulgent fabrication. But you get my point. A sea of information, conflicting ideas and posturing, but where to practically start to address ad blocking? Whilst realisation of a problem is the first stage to dealing with it, self-flagellation and endless soul searching is not the answer. Rolling your sleeves up and taking a pragmatic approach and practical steps is - and that's exactly what we're doing here at the IAB."
Apple's announcement of an iOS9 ad-blocking feature triggered intense media and industry speculation about ad blocking's impact on the free internet and digital advertising. Headlines and commentary ranged from alarmist to celebratory, producing a mix of conflicting ideas and posturing. The appropriate response emphasizes practical, pragmatic actions rather than self-flagellation. The IAB launched the LEAN ads programme in October 2015 to develop new ad standards and practices aimed at improving and securing the ad experience. The programme involves industry members, global trade associations, town halls across the UK, US and Europe, and consumer research to produce a first draft by the end of March.
Read at The Drum
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