Dive Brief:
- The Alliance for Audited Media (AAM) released Ad Block Gauge, a tool for publishers that allows them to uncover and understand ad block usage on their websites.
- The tool is the first third-party ad block detection technology according to AAM.
- The move comes on the heels of the Interactive Advertising Bureau releasing a primer on ad block tech for publishers as well as an ad block detection script made available to IAB’s membership.
Dive Insight:
AAM’s vice president of product leadership Joe Hardin told Marketing Land that Ad Block Gauge is part of its new Site Certifier tool for website and app metrics, and is also available as a standalone technology for a fee.
On a webpage describing the new tool, AAM pointed out the value in measuring ad block usage for publishers. The information that Ad Block Gauge provides, AAM wrote, "provides to develop an ad block strategy that addresses lost inventory, your consumer experience, advertiser expectations, and other related challenges."
The advertising community is increasingly being reminded of the need to address the ad block dilemma head on, and the IAB's fresh ad block primer alludes to this necessity.
The new IAB primer on ad blocking for publishers is based on four steps called D.E.A.L.: 1) Detect ad blocking in order to initiate a conversation, 2) Explain the value exchange of advertising on the site, 3) Ask for changed behavior such as turning off ad blocking software or whitelisting the site, 4) Lift restrictions or limit access to the site depending on the site visitor’s response.
Just last week, Opera announced it would place ad blocking capabilities into the new version of its desktop browser, and the move indicates the debate around ad blocking isn't disappearing any time soon.