“The IAB Tech Lab is taking action to fight ad blocking” is not a statement bound to thrill most internet users. More than 69.8 million Americans will employ an ad blocker in 2016, a number expected to blossom to over 86 million in 2017. As more users resort to ad blocking, publishers are forced to take varied measures to circumvent them. Turns out, the cost of “free” online content is advertising. In light of this, is there a balanced solution? Can we reconcile user expectations with the needs of publications?
As technology infiltrates the ad industry, many major brands are opting to keep much of their marketing in-house… Procter & Gamble, Unilever and Netflix to name a few. Seeking full control of their business, these industry giants are hoarding their media budgets (and their data) to themselves, starving the hands that once fed them. But what, if anything, does this mean for an advertising industry whose death was reported as early as 1994? Can the value of ad agencies really be usurped by their own clients?
For many brands, the term “online advertising” is synonymous with banner ads and pay per click (PPC) campaigns. And historically, this approach has been met with great success—until now, that is.