Collaborative guidelines to set the right path
Accepting that ad blockers are now a part of the advertising ecosystem is vital to moving forwards. Publishers, advertisers, creative and buying agencies, and technology providers need to join forces - not necessarily to fight ad blockers - but to investigate how to harness the technology and ensure it eventually becomes a positive contributor to the industry.
Working collaboratively to create digital advertising guidelines that are acceptable to all parties and consumer-first in their application, will safeguard consumers' ability to access engaging content without being exposed to intrusive ads. Although it may require the industry to remodel and further minimise the volume of ads on the web, it will help re-establish consumer trust in publishers and advertisers.
The end result may be the realisation of what has remained an unobtainable dream in digital advertising; a reduction in the amount of inventory available that will drive an increase in ad quality, CPMs, and consumer satisfaction.
Richard Reeves, Managing Director, AOP (Association of Online Publishers)
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