Vibrant Media , the native contextual advertising company , has released new technology that reduces native ad product weights by 75 % down to 30.5 % , which the company expects will result in fewer ad - blocker downloads . The technology adheres to the Interactive advertising agency 's ( IAB ) new digital advertising initiative , LEAN ( light , encrypted , ad - supported and non - invasive ) . This is because the IAB found that 80 % of ad - block users do so because they slow down their browsing experience .
Vibrant Media, the native contextual advertising company, has released new technology that reduces native ad product weights by 75% down to 30.5KB, which the company believes will result in fewer ad-blocker downloads. The technology adheres to the Interactive Advertising Bureau's (IAB) new digital advertising initiative, LEAN (light, encrypted, ad choice supported and non-invasive). This is because the IAB found that 54% of ad-block users do so because adverts slow down their browsing experience.