Pushing the advertising industry towards a transparent and permission-based future that respects the consumer.
Publishers have tried almost every trick in the book to get ad block users to unblock their ads. One of the most common practices is whitelisting which gates content until a user turns off their blocker. This practice fails to understand why people installed ad blockers in the first place.
If you want to succeed as a brand in the current market, you need to rebuild trust. Consumers have lost faith in many of the brands that they once believed in but there is one simple tool that many companies are ignoring to rebuild that trust: permission.
It’s now been over 21 years since Seth Godin wrote his book on Permission Marketing. Since then, the marketing world has taken this very seriously but, unfortunately, the advertising world hasn't.
Paywalls are being used by publishers in an attempt to replace advertising revenue. However, for all but a few, asking readers to pay subscriptions to read content has not risen to a level sufficient to replace that revenue. Add the complication of ad blocking and you've got a recipe for disaster.
There’s a monkey wrench in the works of digital transformation, ad blocking. Whether B2B or B2C, one of the most critical ways brands promote themselves and drive revenue is through advertising and for mainstream publishers, advertising is their primary, and in most cases, only source of income.
It’s time for publishers to take ad blocking seriously. Most ad block detection tools used by publishers today don’t work because they are blocked by this software so most publishers don't even know the size of the challenge.
There are many ad blockers out there. But in the same way as with blocking ads, they are not created equal when it comes to privacy and data protection. Reputable ad blockers can do a lot to improve browsing experience and protect you from malicious adware, behavioral trackers and dodgy websites.
Today more than 763 million people are using ad blockers
The Ad Council and Adtoniq join forces delivering COVID-19 awareness to ad block users