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Innovation 2016 chapter: How to solve the ad blocking crisis - Fix, don't fight

Fighting the ad blocking companies and consumers is like blaming the messenger writes John Wilpers, editor of the Innovation in Magazine Media 2016-2017 World Report

Publishers should fix their user experience to stop abusing readers with ads that slow browsers, assault readers' eyes and ears, secretly harvest personal data, and dump malware on their computers. 

In the last six years, the number of global consumers installing ad blocking software has grown almost ten-fold to 198 millioni, according to the 2015 PageFair/Adobe Ad Blocking report. And the pace is picking up: Ad blocking grew 41% globally from 2014-2015, including 48% in the US and a stunning 88% in the UK. 

In some markets around the world, ad blocking is getting to the point of presenting a crisis for media companies whose business models is based on advertising. This is no small matter: At stake is US$50bn in global online advertising revenue. 

THe Innovation in Magazine Media ad blocking chapter includes the Interactive Advertising Bureau's four-point plan to solve the ad blocking crisis, looks at the rules for getting ads "whitelisted" and provides a sampling of publishing companies' methods of dealing with the ad blocking crisis including Axel Springer, Wired, Forbes, Verdens Gang, Gruner + Jahr, Slate and SpanishDict. 

The 7th annual Innovation in Magazine Media 2016-2017 World Report - which you can order here - delivers proven strategies and tactics for the hottest, more important areas in publishing today: company culture, mobile, video, data, ad blocking, micropayments, distributions platforms and trend spotting.

Download the full chapter here. 

Innovation book 2016 ()

The Innovation Report is a survey prepared by the Innovation Media Consulting Group for FIPP - the network for global media. John Wilpers and Juan Señor, editors of the book, are available to present the case studies included in the report to your teams at your companies. If you wish to bring innovation home, or want to order a bulk order at discounted rates, please contact Helen Bland at FIPP.

Download the 2016 PageFair Mobile Adblocking Report 

Download the slides from the PageFair/FIPP Ad Blocking webinar

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