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.

In this new paper from Ipsos Connect, Adam Sheridan and Agnes Gilbert address some of the key issues around escaping ad blocking purgatory and returning to the programmatic nirvana originally promised.

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.