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IAB Set to Tackle Ad Blocking Issues

adblockingThe Interactive Advertising Bureau (IAB) has created a new set of guidelines to deal with the controversial issue of ad-blocking.

The new guidelines, which are called LEAN, will help guide the next phases of advertising technical standards for the global digital advertising supply chain.

LEAN stands for Light, Encrypted, Ad choice supported, Non-invasive ads.

At its recent Global Summit, IAB Europe was tasked with leading on the development of a code of good practice or charter to which the entire ecosystem can adhere. Suzanne McElligott, CEO, IAB Ireland is a member of the IAB EU Board Taskforce on ad blocking which is currently reviewing the draft digital advertising charter and which should be finalized by the end of 2015.

A key output that will also contribute to the debate is the forthcoming IAB Europe White Paper on digital advertising in the European economy. The White Paper will help illustrate what is at stake for consumers, publishers and the European economy if ad blocking becomes more pervasive. The White Paper will be issued on November 9th.

“The global nature of our organisation ensures that IAB initiatives in respect of ad blocking will feature collaboration across markets from all the key stakeholders, from brands to publishers from media agencies to digital specialists and will ultimately result in deeper user engagement in digital advertising,” says Susanne McElligott.

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