"Fresh from trialling a ban on the use of ad block blocking technology on its website City A.M. is pressing ahead with a full roll-out of the technology to all desktop users - although mobile users will not be affected. City A.M. became the first UK newspaper to ban ad blockers on its website back in October with Firefox users prevented from accessing content if they have active ad blocking software installed."
"Jens Torpe, CEO and co-founder of City A.M., added: "Our business is funded by advertising revenues and we rely on online advertising to finance the quality journalism that City A.M. is known for. This trial was very important to the business so we are pleased to be in a position to roll out the technology so soon after the initial trial period." During this trial the paper noted a decline in the number of Firefox page impressions with an ad blocker installed, dropping from 22 to 15 per cent. The title also reported that ad blockers were switched off in 21 per cent of instances in which the user was asked to do so."
City A.M. trialled banning ad-block blocking technology and is rolling the system out to all desktop users while excluding mobile users. The trial had previously prevented Firefox users with active ad-blocking software from accessing content. Many users disabled ad blockers when prompted, and those who did viewed more pages than the site average. City A.M. cites reliance on advertising revenue to fund quality journalism. Trial metrics showed Firefox page impressions with an ad blocker fell from 22% to 15%, and ad blockers were switched off in 21% of requested instances.
Read at The Drum
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