Advertiser’s publishers and consumers have skin in the game in regards to proliferation and the employment of ad blockers. Like everyone, I’m greatly worried more to the point, what must be carried out to reconnect with disaffected, dissatisfied consumers and where the business is. The quick adoption of ad blockers is an immediate result to the continuity of our business in using old fashioned and out-of-date marketing practices that do not work, and in many situations, never did. The end result is a break down in media economics. Consumers are switching advertising off, reducing publisher income and damaging advertiser sales prospects. But this is already known by everyone.
Once upon a time people purchased papers and magazines since they valued the editorial content offered. Advertisements were not intrusive from a reader’s standpoint and were part of the earnings version. Some were even amusing. Just switch the page and get on with it. The development of digital publishing meant for many that drove a move towards digital advertisements to fill the economic void and that old versions were unsustainable. This spawned a vicious cycle where the whole marketing ecosystem shifted over time from quality to nearly everyone and quantity targets lost site of the consumer experience. Scalability and volume became technology and the popular buzzwords were designed to support them. Enormous investments are made in all things digital programmatic, dip’s, damp’s, networks, exchanges, native and more, which with no change in product quality means the same old unwanted, annoying advertisements. Couple that with functionality and solitude problems: ad blockers are proliferating, it is clear.
Furthermore, the business looks to be blind or not care that vast bulk of fraud occurs through the usage of stations that are programmatic. This blinkered strategy has created a self-fulfilling prophecy away from needing to see any advertisements that drives consumers: enter ad. More about short-term has been become any expense by now’s company drivers. It is become about price decrease rather than imagination. It is become more about data mining not consumer privacy and AdAway. It is become about scale and volume as opposed to creating worth and excellent consumer experiences.
The sad truth is many still have their heads in the sand. The implied standing contract between consumer and publisher; revel in and see my content in exchange for seeing my ads has been possibly, and simply, eternally broken. The erosion of advertising revenue understands the publishing business would be saved by the not too slow demise of the very economic model which was mistakenly believed. A major course correction is desired, in case the net would be to stay free. And everyone in our business must stand up and be counted, not only an educated few.