• AdAge, Monday, May 2, 2016 6:44 AM

Ad Age reports on Wired's experiment with whitelisting. In early February, Condé Nast's Wired planted a stake in the ground against ad-blocking technology, which was being used on more than 20% of visits to the magazine's website. It gave ad-blocking Wired readers two options: whitelist Wired.com, allowing ads to be served as intended, or pay $1 per week for an ad-free version of the site. Wired Head of Product and Business Development Mark McClusky said he was pleased with the early returns. "The uptake in whitelisting has exceeded our expectation, the subscriptions have gone better than we projected, the abandon rate has been lower than we projected," he said. He declined to share raw numbers or targets. The "abandon rate" refers to the number of people who have decided that they'd rather stop reading Wired.com than either whitelist the site or open their wallets for ad-free access.

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