Editing Ad blocking (section)

===Alternatives===
{{As of|2015}}, advertisers and marketers look to involve their brands directly into the entertainment with [[native advertising]] and [[product placement]] (also known as brand integration or embedded marketing).<ref>{{cite web |title=How Apple's embrace of ad blocking will change native advertising |publisher=[[Digiday]] |url=https://digiday.com/publishers/apple-native-advertising/ |access-date=23 March 2019 |date=28 July 2015 |first=Emma |last=Geary |archive-date=1 October 2015 |archive-url=https://web.archive.org/web/20151001001909/https://digiday.com/publishers/apple-native-advertising/ |url-status=live }}</ref> An example of product placement would be for a soft drink manufacturer to pay a [[reality TV]] show producer to have the show's cast and host appear onscreen holding cans of the soft drink.{{Citation needed|date=December 2023}} Another common product placement is for an [[automotive industry|automotive manufacturer]] to give free cars to the producers of a [[TV show]], in return for the show's producer depicting characters using these vehicles during the show.{{Citation needed|date=December 2023}}

Some digital publications turned to their customers for help as a form of [[tip jar]].{{Citation needed|date=December 2023}} For example, ''[[The Guardian]]'' is asking its readers for donations to help offset falling advertising revenue. According to the newspaper's editor-in-chief, Katharine Viner, the newspaper gets about the same amount of money from membership and donations as it does from advertising.<ref>{{cite news |last1=Bond |first1=David |title=Guardian relies on readers' support to stave off crisis |url=https://www.ft.com/content/9044ff9a-358b-11e7-99bd-13beb0903fa3 |access-date=22 December 2023 |work=[[Financial Times]] |date=13 May 2017 |archive-url=https://archive.today/20170515132938/https://www.ft.com/content/9044ff9a-358b-11e7-99bd-13beb0903fa3 |archive-date=15 May 2017}}</ref> The newspaper considered preventing readers from accessing its content if usage of ad-blocking software becomes widespread,<ref>{{cite web |title=Guardian to consider preventing access to content if ad-blocking proliferates |work=[[The Guardian]] |url=https://www.theguardian.com/media/2016/apr/12/guardian-to-consider-preventing-access-to-content-if-ad-blocking-identified |first=Mark |last=Sweney |date=12 April 2016 |access-date=23 March 2019 |archive-date=5 January 2018 |archive-url=https://web.archive.org/web/20180105233721/https://www.theguardian.com/media/2016/apr/12/guardian-to-consider-preventing-access-to-content-if-ad-blocking-identified |url-status=live }}</ref> but so far it keeps the content accessible for readers who employ ad-blockers.{{Citation needed|date=December 2023}}

A new service called Scroll, launched in January 2020, worked with several leading website publishers to create a subscription model for ad-free browsing across all supported websites. Users would pay Scroll directly, and portions of the subscription fees are doled out to the websites based on proportional view count.<ref>{{cite web|url=https://www.theverge.com/2020/1/28/21111865/scroll-ad-free-website-subscription-launches|title=Scroll makes hundreds of websites ad-free for $5 per month|first=Jacob|last=Kastrenakes|date=28 January 2020|access-date=28 January 2020|work=[[The Verge]]|archive-date=28 January 2020|archive-url=https://web.archive.org/web/20200128191218/https://www.theverge.com/2020/1/28/21111865/scroll-ad-free-website-subscription-launches|url-status=live}}</ref>