Research & Thought Leadership

Ad Blocking

IAB Europe champions industry best practice and self-regulatory tools to increase transparency and choice for web users and is thus committed to take measures to address reasons for which users turn to ad blockers. This includes work on improving the user experience in such fora as the Coalition of Betters Ads as well as efforts at national and regional level to work with other ecosystem stakeholders on practical ways to meet consumer expectations and communicate on the value exchange made possible by online advertising.

The IAB Europe Ad Blocking Task Force (ABTF) aims to contribute to reducing EU institutional, national government, media and influencer support for ad blocker use by positioning the online advertising industry as cognisant of the causes of ad blocking and committed to addressing those causes, and by raising awareness of the potential medium- to longer- term costs for publishers, consumers and ultimately society of pervasive ad blocking.

Ad Blocking Task Force leadership:
Chair: IAB UK and IAB France

For more information please contact
Greg Mroczkowski
Ad fraud creates uncertainty, leading to a breakdown in trust that threatens to damage the entire industry. Here’s what’s being done to ...
4 May 2016
Member blog – Google – Building momentum against ad fraud
Online marketing is in a state of flux. From fraud to ad-blocking, brand marketers are really up against it. Great brands are built and opti...
3 May 2016
Programmatic Pioneers Report: From Pixels to People
DIGIDAY spoke to IAB Europe’s Matthias Matthiesen about the legality of ad block detection for their article “Is blocking ad blockers r...
29 April 2016
Is blocking ad blockers really illegal in Europe? – DIGIDAY
What is ad blocking?  An ad blocker is a software installed with the goal of removing advertisements from web pages. With the ad blocker, ...
26 April 2016
IAB Italy White Paper: Ad blocking (in english)
IAB is providing publishers with tools to identify and persuade consumers to turn off blocking software and open themselves up to the free n...
9 March 2016
A ‘DEAL’ for publishers to engage users on Ad blocking
Ad Blocking Detection Script, and Improved User Experience, are keys to better value exchange, Trade Group says.  NEW YORK, USA – The IA...
7 March 2016
Ad Blocking Primer recommends a new ‘DEAL’ between publishers and consumers
Brussels, 19 February 2016 – IAB Europe today expressed its serious concern following the announcement that mobile operator Three is to im...
19 February 2016
Three’s rollout of network level ad blocking will hurt consumers & publishers
IAB Romania and Agora Project, with the support of Quantix Marketing Consulting and PageFair have conducted an extensive study in which they...
2 February 2016
13.9%: The percentage of Adblock users in Romania
This blog introduces six new formats that have been developed in response to the rise of ad blocking. By Cristina Lezcano Molgaard, Marketi...
6 November 2015
Member blog – Adform – Introducing six new consumer-friendly formats in response to...
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