Data’s Role in Combatting Ad Blockers

General Jan 26, 2016

People data has an important role in powering more relevant, more valuable consumer engagements. A more personal experience makes for happier consumers and lowers the likelihood of deliberate ad avoidance.

Relevant 2

Interactive Advertising Bureau CEO Randall Rothenberg made news this week with a speech at his organization’s annual leadership summit. Rothenberg made a strong public statement regarding for-profit ad blocking solutions and the risks they pose to the industry. He specifically addressed the controversy that arose earlier this month about allegations that the IAB disinvited a German company called AdBlock-Plus from its annual gathering.

Here’s a key excerpt from the speech.

“Now, you may be aware of a kerfuffle that began about 10 days ago, when an unethical, immoral, mendacious coven of techie wannabes at a for-profit German company called AdBlock-Plus took to the digisphere to complain over and over that IAB had “disinvited” them to this convention. That, of course, is as much a lie as the others they routinely try to tell the world. We had never invited them in the first place. They registered for this event online. When we found out, we cancelled the registration and reversed their credit card billing. Why? For the simple reason that they are stealing from publishers, subverting freedom of the press, operating a business model predicated on censorship of content, and ultimately forcing consumers to pay more money for less – and less diverse – information.”

Krux believes data has an important role to play here as well, as fuel to power more relevant, more valuable consumer engagements. More personal experiences make for happier consumers and lower the likelihood of deliberate ad avoidance. Ad blockers have been around a long-time, reflecting fatigue among some internet users with messages they feel are irrelevant or intrusive. While this new breed of ad blocker is particularly odious, their emergence only underscores a) the importance for publishers and marketers to protect and nurture their first-party consumer relationships; and b) the power and potential for people data as the key to giving those consumers more of what they want and less of what they don’t want.

We encourage you to read the full text of Randall’s remarks and the related coverage on the topic. Ad blocking does challenge the fundamentals of the web economy, and if you have a strong opinion on the matter, by all means, speak out.