To fight ad blocking, publishers are finding strength in numbers.
Urged by the French online publishing trade body Geste, a group of French publishers is trialling a week-long experiment to deter ad blockers, starting Monday March 21.
Those involved include Le Monde, Le Figaro, RTE, Le Parisien, L’Equipe and music platform Deezer. However, unlike the ad blocking collective approach taken by Sweden’s publishers, in which the IAB Sweden is asking publishers to block content for a whole month for those who have ad blockers installed, Geste has not set a standard.
Instead each publisher is taking its own approach. A Geste spokesperson, which announced the joint approach in December, said it has “invited content publishers and online services to deploy an educational device over a week, but some editors may decide to maintain the device any longer.”