Brady: Todo esto es nuestra culpa, de la industria entera
Ad blocking is a phenomenon that has moved all the publishers in the last year, but agencies and brands do not seem to be so affected. During the Digiday Agency Summit, Tim Sims, VP of Partnerships at The Trade Desk, said that agencies are investing to get rid of the problem. Up to now, only publishers and the ad tech industry have tried to figure out solutions. According to a report by Adobe and PageFair, the number of ad blocker users in the US increased almost 50% since 2014. Jen Brady, Founder and CEO of Fred Associates, said that “this is all our fault. Our whole industry. We created this madness due to wanting mass data and allowing too many technology partners to monetize this data. Then, we have capitalists making money to ad block because of the poor user experience we provide users. And now we continue to give ad blocking greater exposure because we are accepting ad blocking as an issue versus a hiccup”.Other executives share the responsibility facing the increase of ad blocking. For Carolyn Hadlock, principal, ECD at Y&L, bad ads, privacy concerns during navigation and the iOs 9 are to blame for ad blocking. “bad ads are why ad blocking is becoming a reality. Part of the reason is how creatives view digital advertising. The file and physical sizes are limiting. Most times, its an added value of the buy to get rid of inventory. Its the ultimate advertising orphan” she explained. “Until formats can be figured out, and until creative departments take digital ad units seriously, its only going to gain momentum”.
Sundar Pichai de Google: El ad blocking no es un fenómeno nuevo en la industria
Guy Phillipson de IAB: La industria debe comprender que se necesitan anuncios de calidad
Favio Ucedo de Wing: Estamos planeando ampliar el equipo creativo
