Around the Net

How Ad Blocking Will Ultimately Improve The Industry

Forbes, Tuesday, April 5, 2016 9:43 AM

"The way we see it, the ad blocking conversation is a win for the industry," writes Criteo's Eric Eichmann in a Forbes post explaining how the big brouhaha over blocking "is pushing the collective online ad space to push ahead—to improve online ad quality and content to meet current consumer expectations." Among the benefits he sees coming: the end of "intrusive digital advertising" like pop-up ads and "spray and pray" messages.

Read the whole story at Forbes »

ad blocking, programmatic

3 comments about "How Ad Blocking Will Ultimately Improve The Industry".

Check to receive email when comments are posted.

Douglas Ferguson from College of Charleston, April 5, 2016 at 11:07 a.m.
Turning on an ad blocker is a semi-permanent commitment, not unlike getting a tattoo. Sure, you can have it removed when you change your mind, but who does that?

Knowing that online ad quality has or may be improved drastically will not persuade me to turn off my ad blocker. The insertion of ads must become far less detectable by the blocker for me to start seeing them again.
Reply

Craig Mcdaniel from Sweepstakes Today LLC, April 5, 2016 at 2:03 p.m.

All of the articles about ad blockers have started from people who at the top of the food chain. Meaning the agencies, brands and ad distributors. Not one atricle or story has been written from a small to mid size publisher.

Personally we do not need to even run banner ads because we have been running native ads for 13 years. The problem is the brands, agencies and distribution channels have not reached out and worked with the publshers. Publishers only get what is given to them even if there are better solutions. In our case, we need coded text link ads, the basic coding now used in the banner ads. I use this to write about their sweepstakes or contest.

All I saying is to looking at the problem of ad blocking and native ads from the bottom up instead of giving all the answers from the top. There are better solutions.

Jessica Nuremberg from Valassis Digital, April 5, 2016 at 11:01 p.m.

I recently received 27 ads from Criteo on a long tail website (clicked through via Pinterest) so this comment coming from Criteo is quite ironic to me. Retargeting at its finest - ever time I scrolled down I received yet another ad. I actually took screen shots of this mobile use case though unable to post here in comments. So happy to share forward if anyone is interesting in seeing.