Two-thirds of users would be willing to disable ad-blockers on sites where advertisers' ads have adopted the Interactive Advertising Bureau's (IAB) light, encrypted, ad-choice supported, non-invasive ads standard. The survey of almost 1,300 computer users and 201 mobile users in the US found that 40% thought they were using an ad-blocker, when in fact only 26% had installed the appropriate software. Survey participants were also asked about the IAB's LEAN principles, which the organisation has been promoting for some time, and the report proposed that their adoption has the greatest influence in convincing users to disable ad blockers. IAB CEO Randall Rothenberg said the LEAN principles "are critical to the marketplace."
Two-thirds of users would be willing to disable ad-blockers on sites where advertisers' ads have adopted the Interactive Advertising Bureau's (IAB) light, encrypted, ad-choice supported, non-invasive ads standard. The survey of almost 1,300 computer users and 201 mobile users in the US found that 40% thought they were using an ad-blocker, when in fact only 26% had installed the appropriate software. IAB CEO Randall Rothenberg said the LEAN principles "are critical to the marketplace."