There was an unexpected error authorizing you. Please try again.


Ad Blocking Detection Script and Improved User Experience Are Keys to a Better Value Exchange

The IAB Tech Lab Publisher Ad Blocking Primer outlines the range of communications and response tactics available to publishers to connect with visitors who have downloaded ad blocking software. The goal is to give consumers a clear understanding of how ad blocking affects the free content value exchange. Consumers can then make an educated choice as to whether or not to turn off ad blocking to access free content or select another option.

The primer identifies DEAL (Detect, Explain, Ask, and Lift or Limit) as a recommended approach for publishers to connect with ad blocking consumers through a step-by-step process:



  • Detect ad blocking, in order to initiate a conversation
  • Explain the value exchange that advertising enables
  • Ask for changed behavior in order to maintain an equitable exchange
  • Lift restrictions or Limit access in response to consumer

Read the Press Release

Request Ad Block Detection Code Access

The IAB Tech Lab’s exclusive ad blocking detection script is available to all IAB and IAB Tech Lab members around the world, providing them with the opportunity to see—and ultimately engage with—visitors to their sites who have ad blockers turned on.