Newspaper & Mailroom
The Emerging Threat of Ad Blockers: Publishers, not platforms, must take the lead.
Friday 02. October 2015 - The world's news media are coming together to address the danger to their businesses posed by the rapid rise of ad blockers, whose products are now used by more than 200 million users world-wide.
The World Association of Newspapers and News Publishers (WAN-IFRA), and Digital Content Next (formerly the Online Publishers Association), along with major publishers and key industry representatives, have launched an ambitious new initiative help publishers understand and address ad blocking. They aim to improve the overall advertising experience online, encourage those who use ad blockers to abandon the services, and help to create innovative forms of online advertising that provide an alternative to display ads.
The use of ad blockers in the United States alone has risen 48 per cent in the past year, and costs publishers billions of dollars in lost revenue globally, according to a report by Adobe and PageFair. While most ad blocking software is aimed at the desktop browser experience, Apple has just opened mobile Safari to ad-blocking plug-ins, leading to fears of a collapse of online display revenue as well.
“We need to articulate a proactive response to ad blocking, one that respects users and sustains media businesses,” said Vincent Peyrègne, CEO of WAN-IFRA, which represents 18,000 newspapers, 15,000 online sites and more than 3,000 companies in 120 countries. “Everybody suddenly has a lot more freedom, and this freedom includes the freedom of consumers to reject forms of digital advertising.”
Jason Kint, CEO of DCN, said: “Consumer privacy and user experience haven’t been given proper consideration. Now consumers are speaking up with software. The industry needs to clean up the user experience and provide more transparency and controls for consumers. This is the first step in that journey.”
WAN-IFRA and DCN are calling on publishers world-wide to participate in a “Call to Think” to formulate guiding principles to shape the experience that users enjoy on publishers’ sites in the future.
The Call to Think emerged from a recent meeting organised by WAN-IFRA and hosted in London by the Financial Times and the Economist. It included representatives from many of Europe’s top media companies: Axel Springer (Germany), the BBC (UK), Daily Mail Group (UK), The Daily Telegraph (UK), The Guardian (UK), The Irish Times (Ireland), JP/Politiken (Denmark), Mediahuis Connect (Belgium), RCS Media Group (Italy), Ringier Group (Switzerland), Stampen Group (Sweden), and Vocento (Spain), as well as delegates from Digital Content Next (USA), IAB UK, Mozilla and PageFair (Ireland). The meeting was initiated by Dr., Johnny Ryan, Head of Ecosystem at PageFair.
A second meeting will be held on 5 October in Hamburg, Germany, during WAN-IFRA’s World Publishing Expo 2015.