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# Incisive Media decides to block the ad blockers
- URL: https://onemanandhisblog.com/2015/12/incisive-media-ad-blcokers/
- Published: 2015-12-22T13:00:54.000Z
- Updated: 2015-12-22T13:00:54.000Z
- Author: Adam Tinworth
- Tags: ad blockers, advertising, business models, monetisation, publishing strategy

[Incisive Media plans on blocking ad-blockers in the New Year](http://digiday.com/publishers/incisive-media-become-second-u-k-publisher-ban-ad-blocker-users/?ref=onemanandhisblog.com)

> The publisher, which has a mix of subscription-based and ad-funded magazines, is seeing 40 percent of its traffic affected by visitors with ad blockers enabled, across the titles with more technology-savvy audiences, with other titles such as subscription-based financial brand Risk, seeing 10-15 percent of traffic affected.

The ad-blocking arms race is officially underway.