March 7, 2016 Last Updated 7:33 am

IAB Technology Laboratory releases Publisher Ad Blocking Primer, and new detection script

NEW YORK, NY – March 7, 2016 — The IAB Technology Laboratory today released its Publisher Ad Blocking Primer, outlining the tactics publishers are successfully employing to persuade users to stop deploying ad blockers.

The IAB Tech Lab simultaneously released its exclusive ad blocking detection script available to all IAB and IAB Tech Lab members around the world, providing them with the opportunity to see – and ultimately engage with – visitors to their sites who have ad blockers turned on.

DEAL-225x300The primer identifies DEAL as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process:

  • Detect ad blocking, in order to initiate a conversation
  • Explain the value exchange that advertising enables
  • Ask for changed behavior in order to maintain an equitable exchange
  • Lift restrictions or Limit access in response to consumer choices

“The release of this primer in conjunction with the open-source ad blocking detection script will open the door for transparency and meaningful dialogue with visitors using ad blockers,” said Scott Cunningham, General Manager, IAB Tech Lab, and Senior Vice President, Technology and Ad Operations, IAB. “We believe that a combination of tools and the DEAL approach to communication with consumers will allow publishers big and small the chance to cut through the blockade, ensuring the strength of the open, ad-supported internet.”

“The IAB and the IAB Tech Lab have provided publishers helpful insights into how to build trust with readers and move them towards disabling their ad blockers,” said Jed Hartman, Chief Revenue Officer, The Washington Post, and member of the IAB Board of Directors. “Their focus on engaging readers in this process is vital to the growth of digital marketing and media.”

Several of the tactics highlighted in the primer fit into the DEAL sequence – and all strongly encourage adhering to the LEAN (Light, Encrypted, Ad choice supported, Non-invasive ads) principles, which were released in October 2015 to help publishers create an uncluttered, smooth user experience on ad-supported sites. The paper points out that the DEAL method of engaging with consumers who have installed ad blockers will be more effective if a publisher’s site offers a user-friendly web environment.

The IAB Tech Lab Publisher Ad Blocking Primer was developed by the IAB Tech Lab Ad Blocking Working Group and released at the IAB Programmatic Marketplace conference in New York City. To read the entire paper, go to In addition, IAB and IAB Tech Lab members from across the globe can request access to the IAB Tech Lab ad blocking detection script by visiting

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