Nikki Gilliland says, “According to the IAB, around 26% of people now use ad blockers while browsing on desktop. 

We recently spoke with Sacha Bunatyan, Global B2C Marketing Director at The Financial Times, to hear how the publisher is tackling the problem.

The FT’s innovative approach

While some sites have started to completely block access to anyone using the software, The FT is taking a different approach.

One of multiple strategies, it has recently started to serve a partial view of the site to anyone using ad-blocking software, by blurring or missing out portions of text“.

How The Financial Times is dealing with the problem of ad blocking

Econsultancy

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