Note: This website was automatically translated, so some terms or nuances may not be completely accurate.
US-based ★ TV program streaming service counters ad-blocking software
As internet streaming of TV programs expands, browser ad-blocking software designed to prevent ads from appearing is becoming a problem, reports Ad Age. While exact statistics are unavailable, more users are employing ad-blocking software like AdBlock to block pre-roll ads and ads during programs, prompting TV networks to investigate the situation and develop countermeasures.
CBS Interactive, the program streaming service of U.S. broadcaster CBS, has been restricting viewing on browsers using ad-blocking software since 2013, ahead of other companies. When attempting to access a program, a warning message appears instructing users to disable the software. David Morris, the company's Chief Revenue Officer (CRO), stated, "This is an issue for everyone involved in online media, and the industry needs to counter it."
Disney, NBCUniversal, and FOX-owned Hulu also restrict program viewing similarly to CBS.
ABC, while monitoring ad-blocking technology, currently has no specific countermeasures in place. This is because most on-demand viewing occurs via apps or internet-connected TVs, minimizing the impact of browser ad-blockers.
FOX anticipates that even if it adapts to ad-blocking software, new loopholes will emerge, preventing a fundamental solution. Instead, it is exploring ways to deliver ads that are more acceptable to users. Recent initiatives include testing approaches such as airing a 60-second commercial before a program and not inserting commercials within the program itself.
Source: Ad Age
TV Networks Confront Ad Blockers Erasing Their Commercials Online
Was this article helpful?
Share this article
