AOP Ad Blocking Guide & Audit
Publishers are losing revenues and advertisers are losing audience reach but our members are fighting the threat. This guide forms part of our AOP Ad Blocking campaign to attack the problem, defining a position and collective action, whilst engaging with the ad industry to drive better standards.
Ad blocking continues to grow, creating a major problem for the industry. Publishers are losing revenues and advertisers are losing audience reach but our members are fighting the threat.
There is still much work to do, however. We need to educate users about the value exchange and the fact our members provide free, premium content that is funded by advertising, encouraging opt-in in the process. Core revenue is at risk and the additional threat to mobile is alarming.
This guide forms part of our campaign to attack the problem; it flows on from our February workshop and our Forum in June, as part of a sustained plan to create progress in this area, and to define a position and collective action, whilst also engaging with the ad industry to drive better standards.
It was agreed at our February workshop that, while the commercial implications of ad blocking are a huge threat to our members, the majority of C-suite stakeholders are less aware of the scale and impact of the problem. Richard Reeves, Managing Director of the AOP, explained that “in some instances members don’t know how much they’re losing and some have no provision in place to combat ad blocking or to audit it. No-one fully understands the scale and potential risk.”
In partnership with Vibrant (www.vibrantmedia.com)