Speaking at Borrell Associates' Local Online Advertising Conference,
StreetFight reports that IAB CEO Randy Rothenberg told the audience that “Ad blocking represents the new normal in
the media industry." And if the current trends persist, ad blocking could soon “surpass 50% on most sites.” Rothenberg implied that the proliferation of ad blocking is a result of an
imbalance in power that has developed over time in the online media industry. "Over the 20-plus year history of the open web, in our industry … we’ve just let the balance of how we
interact with each other get out of whack relative to what users expect of their own experience. ...Beginning with marketers, there is an extraordinarily high degree of ignorance of how Internet
technologies work,” he said. And so marketers ask their teams to optimize campaigns in ways that have a significant negative impact on the user experience."
Read the whole story at Street Fight »
