World Association of News Publishers

Smart advertising

Smart advertising

We have a renewed opportunity to redefine how advertising works, and save the mechanism of advertising that supports content on the open Web. Publishers, not platforms, must take the lead. -Vincent Peyrègne, CEO WAN-IFRA as published in an Open Letter on

In the Blogs

As we start the new decade, it feels like all things digital are under pressure – the adtech ecosystem is contracting, Facebook is being slammed as usual, Google is in a showdown with French publishers, and cookies are errr... crumbling, writes Lisa MacLeod.

The year 2019 was a period of slowdown around the globe. The impact was felt in the news media industry, which had already been going through a not-so-easy transition period from print to digital. Lower spend from advertisers, along with other factors such as reduced consumer spending and...

How can you enhance the performance of native ads across different brands and publications? The award-winning Bonnier News Brand Studio in Sweden has some answers.

Three industry players discussed the promise and perils of the current state of digital advertising at a panel at the Digital Media Asia 2019 conference in Hong Kong.


In July this year, Germany’s Funke media group launched what it claims to be the country’s first personalised newspaper: Smartpaper One2One. The new product offers advertisers the opportunity to present their desired topic on a minimum of eight newspaper pages as well as the possibility to adapt...

The Star's R.AGE bagged the Best Branded Content Project at WAN-IFRA’s World Digital Media Awards this year for #StandTogether, a client-sponsored campaign to cultivate a culture of kindness in schools.

“The print media industry in India needs to reinvent the way we approach and onboard new readers,” said Pawan Agarwal, Deputy MD & CEO, DB Corp, India.

“There’s a popular perception being created that newspapers are dying, but national brands are still being created on printed newspapers,” said Varghese Chandy, Vice President of Marketing and Ad Sales, Malayala Manorama Co. Ltd.

India's leading publishing house, Jagran Prakashan Ltd., has enjoyed a rich history in print – and increasingly digital – since 1975. The brand publishes 12 print titles in five languages, across 15 states. The company's print and digital properties boast ownership of Dainik...

“We don't do anything without an audience opportunity and a revenue opportunity,” Robertson Barrett, President of Digital Media at Hearst Newspapers, told participants at WAN-IFRA's recent ...

Zimbabwe’s 263Chat has adapted its content and delivery style to stay relevant amid its users changing news consumption habits.

Digital advertising alone will not provide a sustainable future for digital news in Africa. According to Nic Newmansenior research fellow at the Reuters Institute for the Study of Journalism at Oxford University, news publishers will need a...

At the World News Media Congress in Glasgow, a panel of experts from around the globe examined how publishers can both defend and grow their advertising revenue, and what best practice looks like for demonstrating the ROI of ad spend on...

More publishers around the world are joining together to provide their advertisers with greater scale and data to more effectively target the audiences they want to reach.

Two ad alliances, together representing four of Germany's largest media companies, have joined forces with the aim of countering the dominance of tech platforms.

"Once you get it right, the opportunity is massive," Jesper Laursen, CEO of the Native Advertising Institute says of his institute's namesake ad form.

In 2017, native advertising brought in 20 percent of overall advertising revenue for news media organisations, according to the findings from the just-published “Native Advertising Trends in News Media,” the annual study conducted by WAN-IFRA and the Native Advertising Institute.

Germany's highest civil court has ruled that the online ad blocker AdBlock Plus does not violate competition laws.

More and more publishers around the world are partnering to create broader, fuller cross-publication advertising opportunities. WAN-IFRA is currently working on a report about how these alliances have come together, how they work and what levels of success they are having.

Euronews has been a pioneer in creating 360 video content. When they first started, there was no traditional way to monetise 360: 2D pre-rolls, post-rolls, or mid-rolls don’t really work with 360 video, and the main platforms euronews use to push content, mostly YouTube and Facebook, can’t deal...

A digital surge just occurred: WAN-IFRA just published four reports that deal with an array of digital media-oriented topics and strategies, highlighting global best-practice, smart use of data, growth strategies, and ads in VR.

Google’s browser will block annoying ads, and will give publishers the option to ask the users of a third-party ad-blocker to either whitelist the site or pay a fee.

The Coalition for Better Ads is planning a broad strategy to block disruptive ads.

The ad-blocking feature would block advertising that doesn’t comply with the standards defined by the Coalition for Better Ads.

The acquisition follows a 10-month collaboration between the two companies.

With AdBlock Plus announcing just this week that it now has 100 million active installations (double what it claimed in January 2016), ad blocking is clearly an ongoing and...

In a panel discussion about ad blocking at #DME16, three publishers with very strong brands – The New York Times, BILD, Verdens Gang – and advertising media giant GroupM shared some of their insights, strategies and results thus far. Here are some takeaways from that panel.

“There's no simple answer or response to ad blocking. But there are a variety of responses, some of which we are working on and coordinating at Newsworks – working with our stakeholders, international colleagues and our friends at the IAB,” said Rufus Olins, Chief Executive of...

Download copies of the Ad Blocking Action Day Presentations here.

Improve the advertising experience and work with ad block users instead of against them – that was the overriding consensus among the participants of WAN-IFRA's Ad Blocking Action Day yesterday. That's the "simple" part of...

In this guest post, Peter G. Marsh urges publishers to "embrace the hatred" readers are expressing toward most forms of advertising on the web and develop solid offensive strategies to tackle ad blocking.

“The majority [of users] of ad blockers are truly engaged, and they want to improve the site. They don’t want to block the site, but they are trying to make us understand why they are doing it,” says VG's Elnaz Esmailzadeh.

Publishers around the world are responding to the impact of ad blocking in different ways, from marketing actions aimed at moving mobile users into apps to blocking access to content for users with ad blockers enabled.

More than half of the publishing industry executives who took part in a recent WAN-IFRA survey say they are “extremely likely” to join and actively support an industry-wide standard response to ad blocking.

Over the last three years we have experimented with different approaches and technologies to tackle the problem of ad blocking, writes Johnny Ryan, Head of Ecosystem at PageFair, and consultant for...

The threat of ad blocking offers publishers a unique opportunity to redefine how advertising works online. And publishers, not platforms, must take the lead. ...

Although ad blockers have been around for years, coverage of the topic is heating up daily after Apple announced its move to make ad blocking easier and more comprehensive on iPhones and iPads. The next version of Apple’s mobile-operating system, due out as early as next month, will let users...

Some online advertising exposes Internet users to security risks. This is driving up adoption of ad blocking by readers, and causing further grief for publishers, writes David Barton of PageFair in this guest post.

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