TECH TALK
Will Online Advertisers Say ‘Uncle’?
Digital companies are first to pursue solutions to the ad blocker phenomenon
When consumer irritation with digital advertising tipped the scales in favor of ad blockers, advertisers and websites alike began scrambling for a way back into their customers’ hearts. eMarketer estimates nearly a third of web users have employed ad blockers, and that number is expected to rise in 2017.
Rather than cave to ad blockers, Google is focusing on ways to eliminate the need for such services, including assigning lower rankings to sites whose content is tough to reach from search results. And the web giant, along with Facebook, has joined the ranks of companies and media associations in the Coalition for Better Ads.
The coalition, through its charter, pledges to create “consumer-based, data-driven standards” for advertisers to use to improve the consumer experience.
