Planning for ad blockers

Use a background

I don’t use ad blockers in my web browser. That’s probably because I grew up working in media where web sites depended on advertisements and I had to design/develop with them in mind. Or maybe it’s because I just don’t visit a lot of web sites (in general) so advertisements don’t really get in my way.

Nonetheless, many people do use ad blockers…and in some cases, ads are blocked at the network level. I’m working in a corporation right now that blocks just about everything, ad networks included. So when I visit a site there are a bunch of white squares where ads are supposed to be. I probably notice those empty spaces more than I notice actual ads but over at Time.com I noticed they’re seemingly accounting for ad blockers.

As you can see, the ad in the top-right header and the left rail are being blocked, but instead of a big white box they’re using a patterned background. Sure, the big empty space is a little weird but having a pattern fill makes the “mistake” appear more like a design decision (at least in the rail).

Many banners use iframes so they have their own background scenario that can (possibly) be styled. Neat idea that I wouldn’t have thought about. Thanks Time. Your magazine might be dead but your web site is doing something right.