Facing mounting pressure of the rapid adoption of ad blocking technologies, the Interactive Advertising Bureau (IAB) introduced the L.E.A.N. Ads program — the acronym standing for Light, Encrypted, Ad choice supported, Non-invasive — on Thursday. It is meant to provide advertisers with a set of principles intended to “guide the next phases” of technical standards for the digital advertising supply chain. With L.E.A.N. Ads, the IAB hopes to increase ad efficiency, address the volume of ads per page, as well as continue on the path to viewability, which it also sets the industry standard for.
What Agencies Need To Do
As ad-blockers continue to gain momentum among users, agencies should feel incentivized to figure out ways to actively respond to the challenges that ad-blocking brings. The L.E.A.N. Ads program provides a good reference that advertisers should take into consideration. For more actionable suggestions on how advertisers can deal with the rise of ad-blockers, click here to read our in-depth Fast Forward analysis on this hot topic.