The terms pop-ups, overlays, reach media, in-stream, in-display or interstitials are not new or unknown, we all want them to be Visitors to other websites learn about our products or services through some means and terms and solutions as creative as those we mention have emerged.
Unfortunately, for end users some of these formats are “intrusive”, that is, they are resources that go beyond the means to publicize advertising, and for this reason another small group of experts has developed extensions for browsers that allow them to eliminate almost all types of advertising and offer their users faster and more anonymous browsing.
We talk about Ad Blockers.
The right question is why is it important? Imagine the monthly amount you invest in advertising, now imagine that all potential clients in the world of online ads will have their viewing limited in a 20% or 30% and the trend is that these figures are increasing.
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As members of IAB we are already developing a plan to work with this reality, in the Guidelines and Best Practices Committee we took on the task of planning a scheme that adapts to this, thus developing the DEAL for its acronym in English (Detect, Explain, Ask, Limit)
What is this about?
- Detect users who use this type of extensions
- Explain
- Agree (Ask)
- Limit
How do we achieve this with the strategy, DEAL?
Detect
First of all we must have a tool that detects the impact this has on our portal, for this reason we have to resort to tools to detect AdBlockers in the user .
Explain
Let those who use ad blockers know that the free content they are viewing can be maintained thanks to the advertising business model.
Agree (Ask)
Once the user knows the reasons he can agree, he is ready to choose between several options Will you disable your ad blocker? Will you agree to pay a subscription for ad-free content? Or will you accept another alternative?
Limit
Although there has been a good willingness of users to remove their blockers, there is a small group of users who continue using this extension, in this case several editors have chosen to limit its contents. Our suggestion is not to take aggressive measures with the user, but rather to invite them to add us to the whitelist (safe list) of their ad blocker.
In Masclicks As IAB partners we have a script written in JS, provided to us by IAB USA, that does this function and many others. Work with Google Analitycs to generate a complete report of the users who come to your website with any ad blocker and, as we mentioned, it allows us to take actions regarding these users.
If you want to have access to the script with the installation instructions, contact us and we will gladly send it to you.
