Commentary

Not Freaking Out About Ad Blocking

Believe it or not, ad agencies are actually well positioned to address the rise of ad blockers. “There’s no need to panic,” according to Nikin Patel, director of digital at MEC.

“We’re at a good place with it,” Patel told attendees of MediaPost’s Programmatic Insider Summit on Monday.

Stateside, Patel estimated that about 1 in 10 ads were impacted by blockers last year -- which is far lower than the numbers that UK marketers are facing.  

What’s the solution? “Let’s not block the ad blocker,” according to Patel. Rather, he said, “let's find a way to really engage with our audience.”

“Let’s not force our way through it,” Patel added.

Part of the solution is about “helping the ecosystem develop better content,” said Lindsay Pullins, director of programmatic media at Empower MediaMarketing. “We don’t want [consumers] to force them to block it.”

More broadly, “we’re really in a transitional period,” Pullins said.

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