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French newspapers band together to take on Ad blockers

Following an appeal by French trade organization GESTE, a number of French media publications have decided to run a week long trial which would stop users who use ad blockers from accessing content, reports Digiday. The publications involved include Le Monde, Le Figaro, RTE, Le Parisien, L’Equipe and music platform Deezer. The report added that each publication has taken their own approach to combat ad blockers. L'Equipe is forcing users to disable ad blockers to access content. While Le Parisien is shows a message saying that users must disable ad blockers or whitelist their pages or pay €1.12 for three months for the same. Le Monde shows message from the editor-in-chief, Jerome Fenoglio, saying “To enable our journalists … we must be able to rely on advertising revenue.” Users can then click through to read the article, or whitelist the site, or pay €1 for one month for a “limited” ad reading experience. Other international publications such as the New York Times, Washington Post, The Telegraph and Trinity Mirror and City AM have take similar approaches. In Sweden, 90% of its publishers plan to take on ad blockers during the month of August. The IAB Sweden, which is spearheading the effort, is also trying to improve advertising by standardizing formats. Opera browser now has a built-in ad blocker Earlier this month, Opera announced that its latest desktop browser is now coming with a native built-in ad blocker. The company says that it is doing this so that web pages can load faster and claims it can cut…

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