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IAB in the News

Comments on Ad-blocking & L.E.A.N Principles by IABNZ Board and Council Members

Tue, 26 Jul 2016

Over the coming months we will be introducing comments and opinions on topics of interest to the industry from our Council and Board Members. This months topics are Ad-Blocking and the IAB's L.E.A.N principles.

L.E.A.N stands for Light, Encrypted, Ad Principles Supported, Non-Evasive/Non-Disruptive. Members can learn more about L.E.A.N in our Ad-Blocking Toolkit available here.

Board Member responses:

Rhys Heron – Mi9

To what extent do you feel Ad-Blocking is affecting your business currently?

Estimates of ad-blocking penetration in New Zealand vary and we don’t currently use any detection technology to measure its impact on our properties but, anecdotally, we believe it to be low and not material to our business.

What is your organisation doing to minimise the effect of Ad-Blocking?

The best thing a publisher can do to prevent consumers installing ad blockers is to provide targeted, engaging and personally relevant advertising that is beneficial to the recipient. If a consumer feels the advertising they receive is relevant, informative and makes their lives easier by connecting them to sellers of goods and services they need at a point in time, they are unlikely to be motivated to install an ad blocker.

How will your organisation begin to implement the LEAN principles recently agreed to by the IAB Board? L=  How will you Limit file sizes? E - How will you assure user security? A= How will you ensure all ads support IABNZ’s On Line Behavioural Principles? N = How will you limit intrusive advertisements?

By virtue of the premium international brands we represent at Mi9 NZ, we and our publisher partners are already extremely user experience-focussed and committed to providing a brand-safe environment for our advertisers. It is in our interests, and those of our publishers, to deliver premium advertising that achieves high engagement. Our advertising specifications adhere to best practice principles, are published and available for our advertisers to follow, and we actively screen advertising to be trafficked on our properties and will remove any published by third parties that do not meet our standards.

 

Janet Faulding - seek.co.nz

To what extent do you feel Ad-Blocking is affecting your business currently?

Ad blocking currently does not have any affect on the seek business.

What is your organisation doing to minimise the effect of Ad-Blocking?

seek is currently investigating what % of visitors are using ad blocking software.

How will your organisation begin to implement the LEAN principles recently agreed to by the IAB Board? L=  How will you Limit file sizes? E - How will you assure user security? A= How will you ensure all ads support IABNZ’s On Line Behavioural Principles? N = How will you limit intrusive advertisements?

seek currently has strict limits on File size. Nothing greater than 45kb Seek is currently transitioning to a fully secure site using HTTPS protocol. All creative on seek must be SSL compatible. strict rules on what we do and don't accept on SEEK include manual and automated auditing.

 

Council Member responses:


Mark Banbrook – Bauer Media

To what extent do you feel Ad-Blocking is affecting your business currently?

At the moment I don't think that is having a substantial effect on our business, but it is still something that we need to be aware of.

What is your organisation doing to minimise the effect of Ad-Blocking?

We along with our Australian arm are monitoring and conducting internal meetings, communications around best strategies should ad-blocking become a serious consideration.

 

Michael Buhagiar – MADE Media

To what extent do you feel Ad-Blocking is affecting your business currently?

Minimal affect. I would say less than 10% of the business revenue would be affected if that.

What is your organisation doing to minimise the effect of Ad-Blocking?

We're not actively doing anything to minimise the effect. We're keeping an eye on the major publishers market response to it but that is all we feel is necessary at this stage.

How will your organisation begin to implement the L.E.A.N principles recently agreed to by the IAB Board? L= How will you Limit file sizes? E - How will you assure user security? A= How will you ensure all ads support IABNZ’s On Line Behavioural Principles? N = How will you limit intrusive advertisements?

L = We try wherever possible to compress and reduce file sizes whilst maintaining resolution quality. We're investigating additional software that will reduce font and image file sizes. E = We're constantly looking at software and processes that protect users privacy and data. A = I don't know, I need to review the Behavioural Principles to check this. N = We don't ascertain or decide the location of advertisements but we do run one push notification style advert that users can opt out of.

 

Toni Knowles – VeNA

To what extent do you feel Ad-Blocking is affecting your business currently?

We are not seeing any real effect as yet. A large proportion of our inventory is in-app mobile video, which is less affected by ad blocking. Most ad blocking is on desktop at the moment.

What is your organisation doing to minimise the effect of Ad-Blocking?

For pre-roll (in stream) video specifically on desktop, some of our publishing partners deploy video players which have a setting that can be enabled, where the user won’t be able to see the content if they have ad blocking on. They would have to whitelist the URL of the website to actually see the content and the ads. Since the users go to specific URLs to watch particular video content this has been quite successful to help minimize the effect of ad blocking as they will actually whitelist the URL and have to watch the ad before the content.

How will your organisation begin to implement the L.E.A.N principles recently agreed to by the IAB Board? L= How will you Limit file sizes? E - How will you assure user security? A= How will you ensure all ads support IABNZ’s On Line Behavioural Principles? N = How will you limit intrusive advertisements?

Light = Video ad tech is conscious of this and generally encodes the video asset into several different file sizes, and detects the user bandwidth, to show/deliver the most optimum video asset to suit. We all want a good user experience! We’re currently reviewing our specs in terms of file size limits on the original asset. We need to strike a good balance between a small file size and a good result for the advertiser and consumer viewing the video – ie you don’t want a poor quality video to be delivered Encrypted – Most tags across the ecosystem are now https or moving to that. Any user tracking is non PII detail and encrypted Ad principles – Our business only partners with premium publishing partners who adhere to these principles. We have a range of overseas publishing partners who support the international ad choices regime. Non-intrusive – Across our in-stream pre-roll video campaigns we educate the market and deploy frequency capping for best effect in terms of advertiser unique reach and less annoyance for consumers; our publishing partners also offer skip-ability (at their discretion); in our out-stream environments, all of our video players put the user in control at the onset, with the user required to initiate the video in the first place (click to play or on scroll) and always show clear close buttons.

 

Jono Zhang – Fairfax Media

To what extent do you feel Ad-Blocking is affecting your business currently?

Based on internal statistics we are seeing an ad blocking rate of 10%.

What is your organisation doing to minimise the effect of Ad-Blocking?

We're trying to understand the extent of ad blocking first, before taking any action. We are starting to investigate the ad blocking detection script as shared by IAB.

How will your organisation begin to implement the LEAN principles recently agreed to by the IAB Board? L=  How will you Limit file sizes? E - How will you assure user security? A= How will you ensure all ads support IABNZ’s On Line Behavioural Principles? N = How will you limit intrusive advertisements?

We have clear ad specifications and guidelines for various ad formats that we recommend advertisers adhere to. With direct and programmatic activities, our ad server (Google DFP) carries out strict and frequent scanning of all creatives and the landing page they direct users to. We have clear privacy policy info available on site for users to refer to in order to understand our behavioural targeting product and option to opt out. Re intrusive advertising, we do screening of creatives as part of the ad ops process, we also have an editorial approval process to make sure creatives deliver a good user experience.

 

Judit Maireder – Ybrand

To what extent do you feel Ad-Blocking is affecting your business currently?

We are not impacted by ad blocking. However, we have observed an growing consciousness in the market around the need of quality content and alternative forms of advertising beyond display banner ads.

What is your organisation doing to minimise the effect of Ad-Blocking?

We have a very user-centric approach. Therefore, we advise our clients to focus on quality content and user-centric story-telling, instead of standard digital advertising.

How will your organisation begin to implement the LEAN principles recently agreed to by the IAB Board? L=  How will you Limit file sizes? E - How will you assure user security? A= How will you ensure all ads support IABNZ’s On Line Behavioural Principles? N = How will you limit intrusive advertisements?

L=not relevant E= we prefer publishers that support ad choice. A=As we are fully involved in the strategy and production process, and we naturally follow these principles as part of our model. N=limiting intrusive advertisements is part of our value proposition and therefore fully implemented across all clients.