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Tim Gentry from The Guardian: Personalized advertising can reduce ad blocking
Manuela Walfenzao| 18 de noviembre de 2015
Tim Gentry, director global de Ingresos de The Guardian
The Guardian is looking for tools to develop more personalized advertising experiences to combat ad blocking. They still haven’t revealed the details of their strategy but the aim is to find an alternative different from what most publishers offer: pay for a page that is ad-free or consume the advertising they have. According to Tim Gentry, Global Revenue Director at The Guardian, their approach put the user in control.”To offer a personalized ad experience is one of the areas I am most interested in and where we still have a lot to experiment. I don’t know how we’ll do it and how exactly it’s going to work, because it is still being developed, but it is a fascinating area to explore” said the executive. Currently in the UK, 18% of adults use ad blockers. In June, the number of users was 15%. James Harris, Global CDO at Carat, commented that the effort The Guardian is making to offer a more personalized experience is remarkable, considering the increase of these tools. According to Harris, “this is partly due to the fact that the industry has stalked people with bad quality ads on multiple occasions through programmatic commerce”.Gentry extended an invitation to other publishers to align their strategy facing ad blocking. “Publishers can’t fix it alone. Collaboration can create more options to offer users a personalized advertising experience or a different exchange of values” he ended.
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