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Kirk McDonald from PubMatic: Relevance is the critical element to create powerful connections with audiences
Manuela Walfenzao| 26 de octubre de 2015
Kirk McDonald, presidente de PubMatic
Adblocking has been the prevailing topic in digital media in the last months. Kirk McDonald, president of PubMatic, thinks adblockers should just be a catalyst for publishers and advertisers to improve their game. “We must bring back artful storytelling and make ads smarter in delivery and more sensitive to personal context” he explained. At the beginning, the rule in online advertising was, “if it moves, it´s interesting”. Banners were the best way to get clicks. The idea was overused and resulted in a fatigued and frustrated user. “In a sea of near-infinite impressions, consumers don’t find all ads annoying and intrusive. Relevance is the critical element in creating powerful consumer connections” stated McDonald. “Ad blockers represent the consumers’ cry for a return to storytelling, content product innovation and relevance” said the president of PubMatic.For McDonald, advertisers are frustrated and the audience is tired, but the solution is near. There needs to be a return to inspired storytelling. “As humans, we remember stories, the feelings they created, memories unearthed and promises they kept. This is why many of us are in the advertising industry. We want to tell our stories because we know that is how we connect with individuals and, most importantly, how we inspire trust” he ended.
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