INMA report by PageFair recommends new publisher response to adblocking

DALLAS (16 February 2016) – The International News Media Association (INMA), which represents 7,000+ senior publisher executives worldwide, has issued a report presenting a strategic response to the challenge of adblocking. “What To Do About Adblocking” is written by Dr. Johnny Ryan of PageFair and is available for INMA members.

The INMA report presents an overview of the phenomenon and explores consumer data to better understand why people block ads. It shows that adblockers are emerging as new premium audience segment for marketing communications. “Adblocking is an opportunity to explore advertising formats that users can accept while also restoring publisher revenues,” Dr. Ryan said.

The INMA report also recommends specific tactics for publishers to avoid, such as:

  • Using immature anti-adblock technology, including domain rotation technology.
  • Relying on native advertising, which can be blocked.
  • Resorting to closed platforms such as Facebook and Apple News.
  • Showing appeals to users, but permitting them to view content (only <1% success rate).

INMA is equipping its members with the knowledge and tools to tackle this problem. “Our members are accelerating their knowledge and responses to adblocking worldwide, and we thought a top-level just-in-time overview could be provocative and guiding,” said Earl J. Wilkinson, executive director and CEO of INMA. “Johnny Ryan and PageFair do a terrific job of dissecting adblocking and providing clues to what Advertising 2.0 will look like.”

The report is free to INMA members. Click here for a report overview and for information about how non-members can order online.

About PageFair

PageFair, the leading provider of counter-adblock solutions to Web publishers, provides a free services that helps over 4,000 websites measure and recover revenue lost due to adblocking. PageFair also provides technology solutions to enterprise publishers to recover lost advertising inventory.

About INMA

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-media environment. The INMA community consists of nearly 7,000 executives at 600+ media companies in 80+ countries. Headquartered in Dallas, INMA has offices in Antwerp, New Delhi, San Salvador, and Sao Paulo.



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