Ad blocking cause online advertising
Response from publishers
Countermeasures
Some websites have taken countermeasures against ad blocking software, such as attempting to detect the presence of ad blockers and informing users of their views, or outright preventing users from accessing the content unless they disable the ad blocking software, whitelist the website, or buy an "ad-removal pass". There have been several arguments supporting and opposing the assertion that blocking ads is wrong. Indeed, there is evidence to show that these countermeasures may hurt a website's SEO performance, as users unwilling to turn off their AdBlock, may instead go to a competitor's website listed in the search results. Due to the little amount of time the user spends on the website, and the greater time spent on a competitor's, search engines may view the webpage less favourably and reduce its search ranking. The back-and-forth elevation of technologies used for ad-blocking and countering ad-blocking have been equated to an "ad blocking war" or "arms race" between all parties.It has been suggested that in the European Union, the practice of websites scanning for ad blocking software may run afoul of the E-Privacy Directive. This claim was further validated by IAB Europe's guidelines released in June 2016 stating that there indeed may be a legal issue in ad blocker detection. While some anti-blocking stakeholders have tried to refute this it seems safe to assume that Publishers should follow the guidelines provided by the main Publisher lobby IAB. The joint effort announced by IAB Sweden prior to IAB Europe's guideline on the matter never materialized, and would have most likely been found against European anti-competition laws if it did.In August 2017, a vendor, Admiral, of such counter-measures issued a demand under section 1201 of the U.S. Digital Millennium Copyright Act, to demand the removal of a domain name associated with their service from an ad-blocking filter list. The vendor argued that the domain constituted a component of a technological protection measure designed to protect a copyrighted work, and thus made it a violation of anti-circumvention law to frustrate access to it.
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