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ON-DEMAND WEBINAR
The Growth Of Ad Blocking: Is It An Existential Threat To Digital Publishing And Marketing?
Original Broadcast Date: February 16th, 2016
Susan Bidel
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Description
The adoption of ad blocking technologies is growing in the United States; experts estimate that between 9% and 16% of all online US adults use ad blockers. Consumers who use ad blockers represent all segments of online adults: male and female, of all ages, incomes, and education levels. The reasons for adoption of ad blockers include distaste for all advertising, even the most relevant, and a desire to impede the collection of data. For the first time since the first digital ad ran 22 years ago, consumers have a seat at the table.
While adoption of ad blocking technology has been relatively difficult in the past, it is fast become very easy: The introduction of Apple’s most recent operating system, iOS9, included east-to-deploy ad blocking apps which will help consumers get over the technology hurdles of adoption.
The burning questions are: What level of adoption represents an existential threat to digital publishing, and, as an extension, to digital marketing? Who’s responsible for this consumer revolt? And, what can publishers and marketers do to alleviate the pain for consumers and turn back the clock on ad blocking adoption? This Webinar explores these questions.
Agenda:
- Market overview: Who’s deploying ad blockers? How does this compare to other parts of the world?
- How do ad blockers work?
- What can publishers and marketers do to fix the problem?
Key takeaway:
- Understand the extent of the ad blocking problem in the United States and what your responsibilities are in regards to addressing this problem.
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