The Path from Ad Blocking Purgatory to Programmatic Nirvana
Programmatic buying has led to a revolution in advertising. However, online users are now being presented with more ad-cluttered sites and, as a result, are turning to ad blocking software.
Programmatic buying has led to a revolution in advertising. However, online users are now being presented with more ad-cluttered sites and, as a result, are turning to ad blocking software.
Some considerations for advertisers about how to reduce the need for ad blockers include:
Redefining variables of programmatic currencies – Buying and selling behaviour is currently defined by what the market place values.
Greater availability of user opt-in ad formats – Skippable and auto play ad formats, such as YouTube and Facebook Video, offer the best of both worlds.
Optimising advertising to the online experience – Advertisers need to consider ways to creatively add to the online experience, rather than intrude on it.
