- Gigaom, Friday, February 19, 2016 9:21 AM
Gigaom takes a deep look at what's next in the ad blocking wars and how ad blocking will affect marketing this year. Gigaom concludes: "
Lest there is any question,
ad blocking will not prompt an all-out surrender by the ad ecosystem. Some publishers, like GQ, Forbes and more recently Wired, are fighting fire with fire, by blocking users with ad blockers. But the longer term strategy is to address the issues with ad experience. Some of this
responsibility falls on publishers, who determine the degree of disruption that must be tolerated to access content, as well as the ad tech landscape, where fierce competition can inspire extreme
approaches to ad engagement. ...But no change can succeed unless marketers direct ad dollars to those that are innovating in favor of an improved experience. This
isn’t a simple task, given that site-by-site scrutiny can work against the efficiency gains of programmatic buying, a practice that has itself been blamed for the surge in ad
blocking."Read the whole story at Gigaom »
