Todd Tran of Teads: Our advice for the industry is to respect users to avoid ad blocking

For Todd Tran, SVP of Programmatic and Mobile at Teads to tackle the ad blocking phenomenon the focus must be in the consumer, paying special attention to why users turn to ad blockers in the spaces allowed. He said to PRODU that ad blockers have always existed in the market, but now their demand has increased because users are tired of seeing too many ads, too much irrelevance and being forced to view ads –such as videos- that are unavoidable or inescapable for them. “The action that should be taken by the industry is to evaluate how advertising is talking to consumers: Is the content not so good? Is the content irrelevant? Is it bad targeting? Probably the answer is that advertising is being very intrusive and forces the user to experience it without any option. So ultimately the advice we give to all in the industry is respecting the user. If you respect the user, they won’t block your ads” he said. According to Tran this opens great opportunities for Teads due to their programmatic capacity. “Our ads format is not intrusive, it doesn’t force users to view the video ad, they can scroll out of it, close it, and as the user you have all the control of the advertising experience. In other words, we respect you as user and give you all the control.”