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The Washington Post is blocking people with ad blockers – here’s how you can do the same

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

The Washington Post is blocking people with ad blockers – here’s how you can do the same

For publishers, this is clearly a concern, writes Stein Danielsen, Chief Architect, Cxense, in this guest contribution to our World Publishing Expo blog.

There is much debate about how to deal with the issue that threatens ad revenues and the future of the publishing industry. Just yesterday, WAN-IFRA launched a call to action with Digital Content Next on the topic.

The Washington Post has been quick to act, by blocking access to articles for users that have an ad blocker installed. These users are presented with a polite and reassuring pop-up that prompts the user to disable their ad blocker in order to view content on

Blocking the blockers
If you want to test out a similar solution, our R&D team have provided the tag you can simply place on your site (see link below second image).

What the tag does:

1. Checks for an ad blocker
2. If found, it adds a shade to the page and displays a message
If you use the tag, it must be kept updated (ad-blocking tends to be a game of cat and mouse), but as long as you can update quicker than the adblock software, your site will stay blocked.

How it looks to the end user
Below you can see our beautifully crafted example page. If the user is not blocking ads they will see:

But if the user is blocking ads, they will see:

Click here to get the tag

In addition, Cxense has recently published a white paper on this subject titled Ad Blockers: How can publishers come out on top? Click here to request the white paper.

Says Lauren Pedersen, VP Global Marketing, Cxense, “If people are shown relevant content and ads that they really are interested, then adblocking shouldn’t be necessary – publishers need to know what their readers want, and show them the right content and ads, at the right time on the right device.” 

WAN-IFRA has organised an "Ad Blocking Action Day," a one-day conference which will be held at the Frankfurter Allgemeine Zeitung (FAZ) in Frankfurt on 11 February. Case studies on actions taken to improve user experience, creating quality ad content and economic implications will be presented.

Stein DanielsenStein DanielsenStein H. Danielsen serves as Cxense's Chief Architect. He is responsible for making sure the company’s products interoperate seamlessly and work synergistically while the user experience remains world class across the entire Cxense software portfolio Stein was most recently a Principal SDE at Microsoft. Before this, he was a Director of Product Development at FAST and served as the CEO of Kopek, an online micropayment company. He has more than 15 years of experience in the software industry in areas such as search, real-time systems and large-scale data and transaction systems. He holds patents in these areas. Stein holds an MSc degree from the Norwegian University of Science and Technology (NTNU).


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2015-09-25 12:00

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