An open ad eco-system can help brands counter ad-blocking by users

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 02, 2020, 5:13 PM UTC

Global internet ad spending will increase by 11.1% in 2020 to $326 billion, capturing 52% of ad spending.

Rather than ignoring ad blockers, advertisers should create ads that do not disrupt the user experience. Adopting an open-ecosystem can provide multiple ad-tech solutions for brands, agencies, DSPs and advertisers and create non-invasive adverts.

While ad blockers help consumers in blocking invasive ads, 80% of ad-blocking users understand the importance of advertisements for a free internet eco-system. The author contends brands should create relevant content with an “ad-light experience”, seamlessly integrating content with ads.

Advertisers should avoid creating invasive forms of advertising and design online experiences that work with less intrusive ad formats. Agencies can assess their ad-filtering users to glean insights and create ads that are acceptable to the audience.

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