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IN THIS ISSUE
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Op-ed: Consumer trust and the responsibility of publishers
Richard Reeves, Managing Director, AOP ( Association of Online Publishers )
 
Before the rise of ad blocking technologies, there was an implicit value exchange between content creators and consumers. Publishers invested in the creation and provision of free high-quality content to their readers and, in return, consumers were served digital ads as part of the exchange.
 
Publishers - and advertisers - are all too aware of the reasons why consumers choose to block ads. Consumers are increasingly irritated by  interruptive, disengaging ads that slow down page load times, and publishers recognise that ad blocking is actually a catalyst for change in the industry.
 
The industry needs to refocus on what drives consumers to block ads and work together to promote advertising that complements premium content, rather than hinders and devalues the user experience.
 
Restoring the content agreement
 
A long-term solution can only be achieved through a complete restoration of the content exchange - and this means co-operation from all concerned.
BoSacks Sponsor
It is crucial for advertisers to understand the choices available to them when it comes to inventory. While low-cost, generic ad placements offer a wider reach, they are more likely to disengage than inspire consumers. However, contextually relevant, premium inventory that targets specific audiences presents advertisers with an opportunity to make a positive impact. Video allows brands to embrace storytelling that reflects its values; for example, premium publishers such as  Condé Nast are creating platforms to support sponsored video content. Most recently, they launched  Wired videos, working directly with luxury brands to create unique and engaging video content that is relevant to the target audience.
 
Harness ad blocking as a force for good
 
Ad blockers are just another part of a technology-driven, online media that is constantly evolving. Why should they not become a force for good? By shifting its perception, the industry can view ad blockers as the catalyst for positive change - a reason to raise and maintain higher advertising standards to the benefit of all.   

If advertising co-exists with quality content in an enriching, seamless, and unobtrusive way, then consumers will have significantly less desire to block ads. It is not impossible that ad blocking software could exist in harmony with digital advertising; filtering out poor-quality ads and pointing consumers towards publishers that provide relevant, compelling experiences with appropriate and contextual advertising.  

Bring consumers, advertisers, agencies, and publishers back together
 
In traditional print, the quality of the ad creative was seen as a fundamental part of the value exchange between publishers, advertisers, creative and buying agencies, and consumers. Readers considered full-page, glossy adverts as part of the overall experience - and still do. Just because we have moved our attention online doesn't mean we need to substitute the quality of advertising - it should still add value to all parties.
 
It's easy to attribute blame but much harder to accept mutual responsibility and work together to move forwards - ad-blocking usage in the UK has risen from  15% to 18% in five months, so it must be addressed.    

Once all parties in the advertising industry assume responsibility for their much-needed contribution, the debate and progression towards an acceptable resolution will begin. 
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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