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In Ad-blocking Wars, Publishers Propose A Detente

  • Poynter, Friday, May 13, 2016 9:20 AM
According to a Poynter report, publishers are finding work-arounds are better than confrontation as they deal with the ad-blocking challenge. That's according to research from WAN-IFRA finds. The Frankfurt-based international newspaper trade group had earlier suggested that publishers should take responsibility for ad clutter and poor user experiences. The report's findings also suggest that publishers make the user experience better and weed out cookies that slow load times and refuse to accept interruptive ad formats. Also, publishers must find ways to encourage users with ad-blockers to agree to be served ads. The report says that "the fast-growing body of research on ad-blocking shows willingness to whitelist favorite sites or take the blockers off in exchange for a "light ad" experience. Financially, the tradeoff for serving those better ads to a bigger audience can be a net plus.:



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