It’s generally accepted that the rise of ad blocking has been a response to ad practices which ignore consumer experience and that it was on us as an industry to change. According to BI Intelligence, ad blocking software is approaching 200 million users and the numbers are expected to continue increasing. In response, the Interactive Advertising Bureau (IAB) has developed two initiatives to improve online and mobile advertising practices.
The first one is the LEAN Ads program, which was launched in October of last year. LEAN stands for Light, Encrypted, Ad Choice Support, Non-Invasive. This program is set to address the reasons consumers are using ad blockers in the first place. By doing this, the program is not aimed at overhauling advertising practices and placements entirely, but rather an attempt to create a different set of standards to provide choice for marketers, content providers, and consumers. The IAB Tech Lab recommends publishers to take advantage of this program to decrease the effects of ad blocking. Read more