ad iab blocking detection better tech lab

techsuch May 9, 2021 0 Comments

IAB Tech LabThe LEAN program has helped raise awareness of the importance and impact ofconsumer experience in the industry. Some of these have been well received andadopted widely: * Encryption (HTTPS) * Allowing Choice (adChoices, Transparency & Consent Framework) * Non-invasive ads (Coalition for Better Ads)However…Lightweight ads is one of the areas where we have not observed therequired level of adoption and it is one of the most critical principles forbetter user experience. Several industry programs e.g. IAB UK Gold Standardreference LEAN.Over time it has become clear that the complexity of developing an objectivescore and enforcing adherence to a seal, along with a lack of industryconsensus on either approach, would limit the potential adoption and value ofproceeding with these proposals.In light of limited interest and progress towards formalizing and enforcingLEAN principles, we will stop work on the LEAN Scoring and LEAN Sealinitiatives.Does that mean the end of the road for LEAN as a program? Yes. But theprinciples laid out under LEAN remain applicable and are supported by multipleTech Lab standards and other industry work. To implement LEAN principles, werecommend adoption of following standards: * The IAB New Ad Portfolio guidance for lightweight ads incorporates extensive testing to define criteria for ad creatives that allow both ads and pages to load quickly. * The Transparency & Consent Framework (TCF) ensures that users always have access to and control of their privacy by including adChoices options for online behavioral advertising and implementing TCF where applicable. * The Coalition for Better Ads (CBA) provides well-researched and proven guidance for non-invasive ads. This requires compliance with the Better Ads Standards for ad experiences and page ad density. * VAST 4.x is for better video delivery and rendering. VAST 4.x (Video Ad Serving Template) includes several features that improve user experience and measurement. * MRAID 3.0 is for better mobile in-app delivery and rendering. The new MRAID (Mobile Rich Media Ad Interface Definitions) version supports faster and better creative execution * Open Measurement SDK (OMSDK) reduces SDK bloat and enables all measurement providers to verify ad viewability and Invalid Traffic with one SDK Adopt.* * *### Detection & Post DetectionThe IAB Tech Lab is developing open technology for publishers and otherwebsite content providers to consistently and reliably determine whether adblocking is occurring on a page.The IAB Tech Lab engineering team in collaboration with IAB members has beendeveloping a detection utility as the ad blocking software is often notdetectable by publishers’ normal analytics tools.Most ad blockers operate in a manner that is intentionally resistant todetection. While homegrown or vendor-created detection technologies can beused, their inconsistent discovery of ad blockers results in differentmeasured blocking rates. A centralized code base that determines whether adblocking is present and is highly resistant will provide consistent measures. * Detection Script: The IAB Tech Lab is developing a detection script to consistently and reliably determine whether ad blocking is happening during a page load. This project is involving engineers and software developers from member companies. * Post Detection Best Practices: The IAB Tech Lab is preparing some guidance on what options are available to publishers once ad blocking is detected. It may include non-advertising options for businesses, such as paywalls, limiting available content, requiring accounts, etc. * The IAB Ad Blocking Working Group is addressing end users’ experiences and analyzing data about their tolerance to messaging, as well as developing best practices and principles for engaging consumers with ad blockers installed. The Working Group addresses detection from a technical standpoint and analyzes ad blocker behavior.* * ** * *### IAB ResearchTo ensure that we develop viable, long-term solutions, IAB has conductedresearch around ad blocking and user experience. IAB is also developing newresearch focusing on web browsers, consumer experience, data calls, latency,and other adverse effects of the supply chain on user experience so that wecan make even better decisions about optimized standards and best practicesfor design, development, sales and operations teams.New research will address: * Consumer attitudes and usage * The internet value proposition * Utility of advertising to consumers* * *### Global Ad Blocking StudiesPwC OVK Ad Blocker Study – IAB Germany New IAB UK research reveals latest ad blocking levels – IAB UK* * *Developed by the Ad Blocking Working Group* * *##### IAB Tech Lab ContactShailley Singh Vice President, Product [email protected]

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