INMA report offers news media industry response to adblocking

By Dawn McMullan


Dallas, Texas, USA


INMA today released a report presenting a strategic response to the challenge of adblocking. The report by PageFair lays out what news media companies worldwide should — and shouldn’t —  do to combat this industry-wide struggle.

“What To Do About Adblocking,” written by Dr. Johnny Ryan, head of ecosystem at PageFair, answers the industry-wide question of exactly that.

The report presents an executive-level overview of the phenomenon and explores consumer data to better understand why people block ads. In addition, the report shows 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,” Ryan says.

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,” says 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 information about how non-members can order online.

About Dawn McMullan

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