John Barnes , MD of Incisive Media and former AOP Chairman , is implementing plans for a new , more aggressive strategy for ensuring that customers switch off their ad - blocking software when using the websites of its subscription - based and ad - funded competitors , it emerged today . During the December 2015 trial , Incisive Media reduced the amount of ads that run on its sites from five to a maximum of three per page , in a bid to counteract the effect that ad - blocking usually has on up to 40 % of its traffic . It is continuing to work with viewability technology provider On - scroll to ensure its ads remain locked in place as the user scrolls down the page , with automatic refreshing after a minute . Currently , the Washington Post , Forbes Magazine and Axel - Springer - owned Bild are the other publishers to have openly banned website visitors with ad - blockers enabled . Barnes was positive that the redesign is leading to “ fewer conversations about impressions ” and more about audience and viewer engagement , although he reported that it is still too early to determine advertisers ’ responses to the changes .
John Barnes, MD of Incisive Media and former AOP Chairman, is implementing plans for a new, more aggressive strategy for ensuring that customers switch off their ad-blocking software when using the websites of its subscription-based and ad-funded magazines, it emerged today. During the December 2015 trial, Incisive Media reduced the amount of ads that run on its sites from five to a maximum of two per page, in a bid to counteract the effect that ad-blocking usually has on up to 40% of its traffic. It is continuing to work with viewability technology provider On-scroll to ensure its ads remain locked in position as the user scrolls down the page, with automatic refreshing after a minute. Currently, the Washington Post, Forbes Magazine and Axel-Springer-owned Bild are the other publishers to have openly banned website visitors with ad-blockers enabled. Barnes was positive that the redesign is leading to “fewer conversations about impressions” and more about audience and viewer engagement, although he reported that it is still too early to determine advertisers’ responses to the changes.