One ​​of the main challenges facing the digital industry is, without a doubt, the exponential growth that the tools of ad-blocking in recent years. According to a study carried out by the consulting firm Moat, 24 percent of advertising impacts on desktop web browsers were blocked by some software of this type.

Why do Internet users use ad-blocker?

The use of these tools is a direct consequence of the saturation of advertising in digital media and the intrusive nature of ads on the web. Internet users in Mexico have expressed the following reasons, in order of frequency, for avoiding advertising while browsing:

  1. “It bothers me that it appears when I browse.”
  2. “Advertising is excessive, it saturates me.”
  3. “It prevents me from seeing the content of the page where I am browsing.”
  4. “It doesn't catch my attention.”

Source: Media and Device Consumption Study. IAB, 2015.

What is L.E.A.N.?

LEAN is a program launched by the Interactive Advertising Bureau, IAB, which will serve as a guide to best practices in the industry digital. This is a series of principles that promote the right of users to fair, relevant and non-invasive advertising.

Although there are no precise standards yet, the structure of a LEAN-compliant website meets the following requirements:

LIGHT / Light: Limited file size, with strict guidance regarding data request.

ENCRYPTED / Encrypted: Ensure the privacy of users with advertisements published through HTTPS, in order to protect server-to-server communication.

AD CHOICE SUPPORTED / Ads served according to the user's interests. All ads must support DAA consumer privacy programs.

NON-INVASIVE ADS / Non-invasive ads: Ads that complement the user experience and do not disturb it. Includes content and sound activated by default.

What do I gain with L.E.A.N.?

The program is based on an apparently simple premise : Give control to the user. By forcing users to interact with advertising, instead of prioritizing the content they want to see on the site, mutual understanding between industry players and consumers is affected.

Mark Thompson, CEO at The New York Times Company, assures that “in a world of phones and platforms, advertisers they need to think more like programmers; not by trying to steal users' attention, but by offering them content that actually has value for them in the right context.”

These principles represent the great opportunity to reverse the negative impacts of ad-blocking for the digital industry, converting users “blockers” in assets and preventing new users from joining this practice.

The benefits of LEAN can be translated into a single, meaningful word: Positioning. With ads more attached to the program, user navigation becomes more accessible and valuable; They increase impressions, time spent on the site and visibility.

Shortly, IAB will be in charge of developing a public “LEAN-scoring” system, which will rate compliance with the principles by platforms, advertisers and development and marketing agencies.

How do I verify my website?

Light Sites

Analyze your site and make sure it meets the file size and weight requirements, as well as data requests. We recommend these tools:

Safe Sites

Check that your site meets the security and data encryption requirements proposed by LEAN. We recommend the following tools:

Now that you know LEAN and its importance for the industry, apply the principles in your digital strategy and start give true value to your investment, to your site, to your ads and advertisers and above all, to the users. Download here the infographic developed by IAB and Masclicks, and always keep in mind the central ideas of the program.