Ad Blocking Good For The Industry? “Bullsh!t.”
The CEO of the Interactive Advertising Bureau in the US, Randall Rothenberg, has declared it “bullshit” to say ad blocking is at all beneficial for the industry, exemplifying options such as standardisations and legal pursuits publishers could take to combat ad blocking.
On Tuesday B&T published an opinion piece from Mike Hill and Dan Hitchcock from Sydney digital agency Holler who argued why the industry should embrace ad blocking technology.
“Consumers have grown increasingly tired of being subjected to a deluge of random or, even worse, targeted shitty ads that invade their screens and generally impinge on their browsing experience,” the duo wrote.
“Ad blockers are the rational response, a silent protest by those who want to make their own choices about the information that they view online.”
However, Rothenberg has slammed the sentiment, labelling ad blocking a criminal activity and anyone to dignify ad blocking is “foolish”.
“Ad blocking is a – from a standpoint of the providers of the ad blocking companies – is a quasi criminal activity,” he told B&T.
“These are companies that are interfering with extraordinarily legitimate and important business operation between and among companies and between media companies and their consumers.
“For anybody to dignify it as a legitimate or important activity I think is being foolish.
“These ad blocking companies, many of them especially some of the larger ones, engage in extortionist business models where they’re basically trying to extract mafia-like protection money from publishers. I don’t think anyone should look at them as anything different than the sopranos come to the digital advertising world.”
Industry needs to take some RESPONSIBILITY
While all that is said, Rothenberg did note the media, marketing and advertising industry needed to take some responsibility and address some of the issues the rise of ad blocking has raised.
“It is less so about the quality of the ads themselves,” he said, “which after all is a very subjective point of view…to me, that kind of subjectivity is meaningless.
“What is not subjective, what is objectively true, is that we have done so much gumming up of the digital advertising supply chain itself by piling so many pixels and so many tags and so many other things into ads and onto sites in order to advertising analytics and site analytics and various kinds of metrics, that advertising can and does too frequently, is impede the user experience,” he explained, adding an example being the increased length of page load time.
And going back to the roots of the digital ecosystem, “we designed our sites to be really crappy and cluttered and overloaded with bad ads”, he remarked.
“I think where the industry does bear responsibility and must take giant strides to change is to always be focused on the quality of the user experience.”
What can the industry to do stop ad blockers?
While the industry can work on its site aesthetics, delivery ease and user experience, it won’t completely stamp out ad blocking.
Rothenberg pinpoints two other things the industry can do to try and get rid of those pesky companies.
One, the industry can work on standardising technologies that tell a publisher when a visitor has ad blocker turned on, and deliver a message back to the consumer about the cost and implications of using that technology.
“And depending on the business model of the site, the site should have the technical option of curtailing a user’s access if ad blocking is turned on,” added Rothenberg.
“At an industry wide level it would be good if we can either implement standardise systems that allow that or, at the least, educate our industry and publishers about how to deploy these technologies that are available.”
Further, if it comes to it, Rothenberg said the publisher could pursue legal options against the ad blocking companies, not the user of ad blocking technology.
Please login with linkedin to comment
#WeStandWithWDBJ Advertising Standards Bureau creative directors matt lawson PodcastingLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.