Context
With more than 3 million unique monthly visitors to its flagship website, display advertising represents a significant part of media group L'Etudiant's revenue. However, the growing use of adblockers was hitting the bottom line, and thus potentially the resources available to create future free content.
It therefore launched an awareness campaign with visitors to explain the potential consequences of using the technology, with the aim of getting users to deactivate their adblockers.
