Why French publishers believe solidarity is the key to fighting ad blockers

Eighty percent of France’s top 40 publishers are banding together to fight ad blockers. The publishers are fighting blockers in their own ways, with some simply asking users to turn ad blockers off while others restrict what content is viewable to users with ad blockers enabled. But the publishers participating say that the unified front is the key to fighting ad blockers: “It’s important to do it collectively. If a reader goes on to Le Figaro and sees the message, then later on in the day they see the same one on Le Monde, and then somewhere else at the end of the day, then the message is getting inside the brain of the reader, “ says Le Figaro’s head of new media Bertrand Gié. “We are all competitors, but we’re not afraid to lose those readers because we’re all in the same position.”