The number of people using ad blockers isn't growing as fast as it used to, but it's a big enough segment of internet users to be a lingering concern for digital publishers. eMarketer’s Sean Creamer spoke with Rune Werliin, vice president of marketing and professional services at marketing technology company AudienceProject, about the state of ad blocking from the publisher perspective, and what to do—and what not to do—to persuade blockers to switch off their software.
What have publishers done, and what do they need to do next, to diminish the use of ad blockers?
The industry brought this upon itself due to irrelevant and intrusive ads. But there’s been a move toward better, less intrusive ad formats.
But there's still a long way to go in terms of relevance. Nobody complains about relevant products on Amazon, which are just as much ads as anything else. That’s because they're relevant to people in the right context and with the right content. If the industry moves in that direction, they'll remove the reason why people turn toward ad blockers.
Anti-ad blockers will be part of the equation, but in the end, if you remove the reason to ad block, or at least remove some of the data misuse in the market, you’ll go a long way.
Is anti-ad-blocking software actually a viable solution for publishers?