Once or twice a week, Jen Soch, evp of commercial delivery for The Guardian, gets an email from a colleague alerting her to a problem ad on the site. It could be from anyone from a reporter all the way up to the North American CEO, Eamonn Store. They come by way of a special email address that the Guardian created a few months ago inviting the staff to report any ad they think might be slowing down the site. “The CEO and editor, they use it as frequently as the others,” Soch said.
Publishers are trying all sorts of things to combat the rising scourge of ad blocking, from blocking people from the site if they have an ad blocker turned on to working with advertisers to make sure ads don’t load too slowly or are interruptive, common reasons people say they ad block. But despite publishers’ best efforts, some offending ads make it through, usually through programmatic pipes.