During Ad Age's Digital Conference, participants on the ad-blocking panel agreed on one thing: It's an issue in the short term, and better content might be one way to combat it. But give it five
years and there may not even be an issue at all. "Ad blocking will still exist, but I think it's a fad," said Shenan Reed, president of digital for WPP's MEC in North America. "It's going to start to
wane a bit and we'll get over the newness syndrome."
During the panel, Reed accepted some of the blame on behalf of advertisers. "Pages have way too many ad units," she said. "[W]e
created an interruption experience as opposed to an engagement experience. We need to resell advertising back to the customer to make them feel like we're doing them a service." Jen Soch,
VP-commercial delivery from The Guardian agreed: "We did this to ourselves," she said, sharing some of the blame on behalf of publishers. "We took ads that were inappropriate for
publishers and that consumers don't like."
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