Tue, 07 Jun 2016
The Internet Advertising Bureau (IAB) New Zealand believes in an ad-funded internet. Ad blockers are a threat to this. Research has found that more than half of web users do not understand that being exposed to advertising online allows them to enjoy content and services at little or no cost.
Without advertising, digital content and services may disappear or consumers may have to pay for content – such as news and entertainment – that they currently receive for free.
So, as ad blocking moves mainstream, we are working to ensure that we support our members in identifying consumer attitudes towards digital advertising and using these insights to work together with the industry to respond to the challenge of ad blocking.
The IAB (US) Lab Tech has launched the L.E.A.N ads programme which seeks to guide the next phases of advertising technical standards for the global digital advertising supply chain. L.E.A.N stands for Light, Encrypted, Advertising Principles Supported, Non-invasive ads. As with any other industry, standards should be created by non-profit standards-setting bodies, with many diverse voices providing input. LEAN Ads do not replace the current advertising standards many consumers still enjoy and engage with while consuming content on our sites across all IP enabled devices. Rather, these principles will guide an alternative set of standards that provide choice for marketers, content providers, and consumers.
To assist our Members, IABNZ has produced an Ad-Blocking Toolkit that covers the basics and the finer points of the ad-blocking issue.
The Toolkit is available for download here...