Protect revenues, network media for ad blocking software say "no"-ad blocker, the New York Times-IT information
In March, visit the New York Times (New York Times) Web sites using ad blocking software when people saw such a message: "the best things in life are not free". It then explained that "advertising-funded the report." Subsequently, the site gives visitors two options to read newspapers online content: disable ad blocking software or they paid for a subscription.
Many disgruntled users run to vent their anger on the individual social networking sites: "Let me see those detrimental to the design of your website and make it look ugly ads how do not," one user said. Other people think that advertisements are not only annoying but also could endanger users ' privacy and security.
Despite such objections, the newspaper is still pressing ahead with plans to stop blocking software. Many other global media is also ready to take the same measures to protect its online revenue is not endangered by rapid rise of ad blocking technology .
PageFair, a company that helps publishers respond to ad blocking software, estimates there are currently more than 200 million people on their laptop computers or desktop computers using some form of blocking software, 1.8 billion smart phone users more than 420 million people around the world as well.
For years, people using ad filtering programs, publishers can do, these programs are free to download, and can be very effective to remove advertising from Web pages. In most cases, this software will prevent the browser from connecting to a series of known advertising Web site, these Web sites have been included in a "blacklist". As a second line of Defense, blocking software can prevent the browser implementation of certain types of code associated with the advertisement. However, there is one fatal weakness: If a website advertising and content provided by a computer server at the same time, using techniques such as encryption to protect both, blocking software will not work. In that case, ad blocking software may not be shielding only advertising and does not screen content.
A series of startups--including Sourcepoint and Secret Media--are now publishers avoid ad blocking software-oriented programmes.
Another company, Oriel,6 month for content management system and blogging platform WordPress have released a counter advertisement blocking tools, currently there are more than 60 million websites using WordPress. Thus, both small bloggers and the big media companies, blocking software will take counter measures.
Oriel, Chief Executive of Aidan·qiaoyisi (Aidan Joyce) said: "the ad blocking technology is crude, based on the default, it is of low quality and high quality advertising indiscriminate. Most use ad blocking software does not oppose access appropriate advertisement in Exchange for free high quality content . ”
Found in the New York Times in its March test, more than 40% of ad blocking software, users agree to the site in the "white list"-which allows the ads to display on their screens--so they can read the content.
Mark Thompson, Chief Executive of the New York Times (Mark Thompson) at a Conference in June, said, " people who refuse to contribute to the creation of high quality reports have no right to consume it. We also did not let those using ad blocking software, and we refused to be included in the white list of non-subscribers to read our reports, but, if we determined that doing so would enhance the long-term development of journalism, we will do so . ”
In order to meet the people who hate ads, the news agency plans to introduce a more expensive, but no advertising subscription.
Sourcepoint CEO Ben·baluokasi (Ben Barokas) predicts that by 2020 most publishers will adopt some kind of evasion of ad blocking software technology. He believes that media groups should provide a number of different ways to get content to consumers, including advertising for free reading, micro-payments and a paid subscription .
"Advertising screen is like a Canary in a coal mine and let the media industry's relationship with consumers more transactions more transparent," Barocas said.
However, PageFair CEO Xien·bulanqifeierde (Sean Blanchfield), How to use ad blocking software-averse technologies, publishers need to be cautious about . He warned that the technology should not be used to maintain the status quo.
"User's concern is the most basic, reasonably," he said. "The current advertising there are serious privacy issues . ”
Bulanqifeierde said PageFair committed to helping publishers "interceptor in a typical advertising not redefine advertising offensive experience for your users. ”
He believes that those who failed to improve their advertising publishers will be alienating users and guide them such Facebook platform.
Disable ad blocking software publishers, also facing a more tolerant readers of competitor risk of a brain drain . In a sense it doesn't matter, because users will not have to use ad blocking software advertising revenue. But this argument ignores the fact that Internet users were not just passive consumers; they regularly via email, forums and social media sharing links to their friends, which helps publishers ' content .
View (YouGov) for the United States the Interactive Advertising Bureau (Interactive Advertising Bureau) did a survey, using ad blocking software United Kingdom adults, more than half said, if you close the blocking software is the only way to access a website, then they will turn it off. But 39% said they will not disable your ad blocker software for any Web site.
Meanwhile, Sweden's largest publishers have teamed up to challenge the ad blocking software next month. In a month-long trial, these publishers are going to block people using ad blocking software. They hope that through collective action, you can reverse the situation of ad blocking.
The text of this article is an excerpt from the financial times cuts
保护收入，网络媒体将对广告拦截软件说“不” - 广告拦截,纽约时报 - IT资讯
3月份，那些访问《纽约时报》（New York Times）网站时使用广告拦截软件的人们看到了这样一则消息：“生活中最美好的事物都不是免费的”。接着它解释道“广告资助着我们的报道”。随后，该网站给访问者两个选择去阅读报纸的线上内容：禁用他们的广告拦截软件或为订阅付费。
许多愤懑的网友跑到个人社交网站上泄愤：“让我看那些有损贵网站设计并让它看起来很丑的广告可不怎么样，”一位网友说。其他人认为广告不仅惹人讨厌还可能危及用户的隐私和安全。
尽管面对这样的反对，这家报纸仍在加紧推行阻止拦截软件的计划。其他许多全球性媒体也准备采取相同措施，以保护其在线收入不受迅猛崛起的广告拦截技术的危害。
PageFair，一家帮助出版商应对广告拦截软件的公司，评估出目前有超过2亿人在他们的笔记本电脑或台式电脑上使用某种形式的拦截软件，全球18亿智能手机用户中有超过4.2亿人也是如此。
多年来，对于人们使用广告屏蔽程序，出版商无能为力，这些程序都是免费下载的，并能非常有效地消除来自网页的广告。大多数情况下，这类软件会阻止浏览器连接到一系列已知的投放广告的网址，这些网址被列入一份“黑名单”中。作为第二道防线，拦截软件还能阻止浏览器执行与广告相关的某些类型的代码。然而，有一个致命弱点：如果某网站由一个计算机服务器同时提供广告和内容，并用加密之类的技术保护两者，拦截软件就无法奏效。这种情况下，广告拦截软件就不能只屏蔽广告而不屏蔽内容。
一系列初创企业——包括Sourcepoint和Secret Media——现在均面向出版商提供规避广告拦截软件的方案。
另一家公司，Oriel，6月份面向内容管理系统和博客平台WordPress推出了一个反广告拦截工具，目前有超过6000万的网站在使用WordPress。由此，不论小博主还是大型媒体公司，对拦截软件都将能采取反制措施了。
Oriel的首席执行官艾丹·乔伊斯（Aidan Joyce）说：“广告拦截技术十分粗暴，基于默认，它对劣质和优质的广告不加区分。多数广告拦截软件的使用者并不会反对阅览适当的广告来换取免费高质量内容。”
《纽约时报》在其3月份的试验中发现，超过40%的广告拦截软件使用者同意将该网站放入“白名单”——由此允许广告在他们的屏幕上显示——这样他们便可以阅览内容。
《纽约时报》首席执行官马克·汤普森（Mark Thompson）在6月份的一个会议上说：“拒绝为创作高质量的报道做出贡献的人没有权利消费它。我们还没有不让那些使用广告拦截软件、并拒绝将我们列入白名单的非订阅用户阅读我们的报道，但是，如果我们断定这样做会增进新闻事业的长远发展，我们就会这样做。”
为满足讨厌广告的人，这家新闻机构计划推出一份价格更高、但没有广告的订阅。
Sourcepoint的首席执行官本·巴罗卡斯（Ben Barokas）预言，到2020年多数出版商将采用某种规避广告拦截软件的技术。他认为，传媒集团应提供给消费者一系列不同的方法去获取内容，包括带广告免费阅读、微支付阅读及付费订阅。
“广告屏蔽好比矿井里的金丝雀，让媒体行业与消费者的关系更具交易性也更加透明，”巴罗卡斯说。
然而，PageFair的首席执行官西恩·布兰奇菲尔德（Sean Blanchfield）认为，对于如何运用规避广告拦截软件的技术，出版者需格外谨慎。他警告说这种技术不应用于维持现状。
“用户们的顾虑是最基本的，也是合情合理的，”他说。“目前的广告投放确实存在严重的隐私安全问题。”
布兰奇菲尔德说PageFair致力于帮出版者“以一种令典型广告拦截器用户不会反感的方式重新界定广告体验。”
他认为那些未能改进自身广告的出版商，将会疏远用户并将他们导向Facebook这类平台。
禁用广告拦截软件的出版商们，也面临着读者向更宽容的竞争对手流失的风险。某种意义上而言那无关紧要，因为使用广告拦截软件的用户并不会带来广告收入。但是这一说法忽略了互联网用户不仅仅是被动消费者的事实；他们经常通过电子邮件、论坛及社交媒体向朋友们分享链接，从而帮出版商传播内容。
舆观（YouGov）为美国互动广告局（Interactive Advertising Bureau）所做的一份调查显示，在使用广告拦截软件的英国成年人中，有超过半数的人表示，如果关闭拦截软件是访问某网站的唯一办法，那他们会关掉它。但也有39%的人说他们不会为任何网站禁用自己的广告拦截软件。
与此同时，瑞典几个最大的出版商下个月将联手叫板广告拦截软件。在为期一个月的试验中，这些出版商将一起屏蔽使用广告拦截软件的人。他们希望通过集体行动，可以扭转广告拦截的局面。
本文节选自《金融时报》正文有删减