Advert blocking grew by more than 41% in 2015 and cost the industry $22 billion in revenue. Ad-blockers are not new but there has been a significant elevation in public consciousness partly owing to the number of options available. You have probably encountered adverts from browser vendors promoting their ad-blocking systems. Only the popular Lynx browser is yet to implement similar technology.
Ad-Blocker Blockers
Publishers began to retaliate last year and several popular sites now show messages to any visitor running ad-blocker software. Messages range from gentle suggestions to purchase a subscription to actively hiding page content while an advert-blocker remains active.
Detecting an ad-blocker is simple. A script checks whether the advertising script has loaded or a specific DOM node has content. If adverts fail to appear, the article is unloaded or the visitor is redirected to another page.
Beta Ad-Blocker Blocker Blockers
Ad-blocker blockers depend on client-side scripts which, themselves, can be blocked. Ad-blocker software teams can block the blocker within minutes of a new website script being reported. Several solutions are in development which thwart any publisher's attempt to undermine the ad-blocking process.
Frail Loop
Advertisers and ad-blocker organisations spend inordinate amounts of time battling the innovations of the other. In computing terms, this is known as a "frail loop". Two or more technologies recursively weaken each another until neither is effective.
Advert Network No Opt-out Initiative
Dozens of ad-revenue-dependent organisations have formed the Free Advertising and Responsible Targeting Syndicate. Their first proposal, the Advert Network No Opt-out Initiative, aims to end advert blocking forever by reversing content and advert publication methods.
Continue reading %Advertisers Win the Ad-Blocking War%
by Craig Buckler via SitePoint
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