Telegraph is Now Blocking Ad-Block Users

Telegraph is Now Blocking Ad-Block Users Advertising The arms race between ad-dependent publishers and ad blocking has a new front: The Telegraph. Earlier this month this publisher started blocking access to the site to some users of ad-blocking software.

The first hint of the new policy was a tweet dated 13 January (and an AdBlock Plus support thread from a week later), but it has gone largely under the radar until I visited the site today and was blocked from reading the article:

Telegraph is Now Blocking Ad-Block Users Advertising

I was not shown this pop-up when I visited the site on Android or iOS, only when visiting from Chrome on Windows.

After disabling Ad Block Plus, I was shown a page with a relatively low number of adverts (mostly Google and Amazon, surprisingly, with one large OutBrain sponsored link ad unit on the page). It was a far nicer experience than Forbes, which is engaging in a similar war on ad block users while also promising an "ad-light" experience (but actually delivering malware).

The Telegraph's less obnoxious ads could explain why the response on Twitter has been milder than the hostile response Forbes and Yahoo got when they

https://twitter.com/ManosOnView/status/688146885048061952

https://twitter.com/spavedave/status/687269064801148928

The launch of iOS 9 with its integrated content-blocking features last year brought ad-blocking to the forefront, and publishers have been responding with various degrees of subterfuge, social engineering, and hostility. Some, like Forbes, Yahoo, and Telegraph, are fighting users by blocking anyone caught running ad block software.

Others like BookRiot are crafting ad units that get around ad block software, or are partnering with ad tech companies that promise to outwit the ad block software.

And then there are the web publishers who have either taken no action, or have adopted the mild approach of a nag screen pop-up which asks that users stop blocking ads.

The soft approach has not proven to be very successful, and that's a shame because Forbes' hostile approach appears to be working. A few weeks back Forbes reported that about 40% of the visitors who were asked to turn off their ad blockers did so.

If other publishers have similar luck then the war between users and publishers will expand as more publishers choose to fight rather than fix the problems caused by ads like malvertising and visitors getting hit with hidden CPU and bandwidth costs.

Edit: And that fight will simply lead to another round of escalation in the arms race between ad block developers and web publishers. As readers have pointed out in the comments, are already a couple scripts that bypass the ad block blocks used by Forbes, Telegraph, and other sites.

In other words, the web publishers have lost this round, and will have to go back to the keyboard and come up with a way to block the anti-block blockers. It is no more or less an arms race, which is way I am glad I chose to sit out this war and use soft propaganda instead of getting into a fight.

image by Javier Gutierrez Acedo

 

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder and editor of The Digital Reader: He's here to chew bubble gum and fix broken websites, and he is all out of bubble gum. He has been blogging about indie authors since 2010 while learning new tech skills at the drop of a hat. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.

15 Comments

  1. Michael29 January, 2016

    > Forbes’ hostile approach appears to be working. A few weeks back Forbes reported that about 40% of the visitors who were asked to turn off their ad blockers did so.

    Ah, but in time will they tell us what percentage of those who try the “ad light” experience have blocking back on the next time they visit, or how many don’t return again (and how that compares to their previous retention rate)? Is Forbes valuable enough to its visitors that they’ll tolerate having their trust abused?

    Reply
    1. Nate Hoffelder29 January, 2016

      I turned it off, and then turned it right back on again.

      Reply
  2. Chris Meadows29 January, 2016

    I didn’t have any problem loading the Telegraph on Chrome/Windows. I’m using uBlock Origin, and, probably more importantly, the f-word f-word adblock anti-anti-adblock script.

    Isn’t that a kick in the pants? Begun, this adblock arms race has.

    Reply
    1. Nate Hoffelder29 January, 2016

      I didn’t see it on my later trips, and I have another report from someone who didn’t see it, either.

      Reply
  3. 129 January, 2016

    They aren’t really doing a very good job.
    I have https://addons.mozilla.org/en-GB/firefox/addon/behind_the_overlay/ installed as an easy way to get past those pages with the enter your email and subscribe things.
    It turns out that it gets past the adblock-blocker with ease.

    Reply
    1. Nate Hoffelder29 January, 2016

      @1 Thanks for pointing to that addon!

      I added a mention at the end of the post. It really added to the story.

      @Chris So did your link, Chris!

      Reply
  4. Ad blight: A TeleRead community member speaks out - TeleRead30 January, 2016

    […] Telegraph is the latest publication to wage war against ad-blocker users. The good news is that the ads are less pushy than those at another combatant, Forbes, which has […]

    Reply
  5. J.D. Ogre30 January, 2016

    > In other words, the web publishers have lost this round, and will have to go back to the keyboard and come up with a way to block the anti-block blockers.

    Or they could gang up on the ad networks and demand ads that aren’t obnoxious (popups, popunders, overlays, interstitials, animation or sound), don’t track the visitors (seriously, why do they need to know anything more than “Was the ad displayed to a probable human?”?), and to secure their friggin’ networks so they’re not the second-largest (after e-mail) vector for malware.

    But, nah, it’s easier to blame those who are trying to defend themselves and their computers and whine about how much money they’re losing.

    Reply
    1. Nate Hoffelder30 January, 2016

      That would involve choosing not to fight with visitors. It would also involve taking a hit to the pocketbook.

      Neither option will appeal to the folks behind Forbes or the Telegraph.

      Reply
  6. […] en este batalla. Los propios medios también están empezando a tomar medidas. Un ejemplo es el de The Telegraph, que ha empezado a no permitir la navegación a los usuarios que utilicen un bloqueador de anuncios […]

    Reply
  7. […] non-video publishers experimenting with adblock walls has grown to include the UK’s City A.M. and The Telegraph, Germany’s Bild, GQ, The Washington Post, Forbes and WIRED. Some of these walls are currently […]

    Reply
  8. […] The Telegraph has done likewise. When users visit with an ad blocker enabled, they’re treated to a full-page pop-up explaining the importance of advertising to The Telegraph, and instructing users to disable their ad blocker for The Telegraph if they’d like to continue reading. […]

    Reply
  9. Carla11 April, 2016

    I have removed the Telegraph online from the News folder. Their loss.

    Reply
  10. […] ad blockers by either getting their site whitelisted with the blocking services or by nagging or banning ad block users. Axel Springer has even filed a handful of lawsuits against ad block developers in […]

    Reply
  11. Adam29 September, 2016

    There’s also a chrome extension I use called Overlay Blocker that stops these

    https://chrome.google.com/webstore/detail/overlay-blocker/inncfpkneoefpgnoggjhcnkjhbcdeimo

    Reply

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