Online advertising targeting and ad blocking

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Ad blocking has become a thing with a UK government minister likening it to a protection racket. This felt similar to  the the early 2000s and political action against file sharing.

A cursory glance of publicly available data shows a few  things:

  • Correctly targeted advertising (in terms of content type, context and placement) would have a substantial receptive audience – if consumer opinions are to be believed
  • Current advertising technologies are negatively impacting consumer web experience by driving up page load times dramatically
  • Ad-blocking usage is steadily increasing, so governments have their work cut out regulating it out of existence

This starts to paint a picture of something being broken in the way advertisers deploy targeting technologies and the way targeting technologies work.  Government regulation is only likely to delay industry change.

More information
IAB Ad Blocking FAQs 2015 (PDF download)
IAB Believes Ad Blocking Is Wrong
Adblocking is a ‘modern-day protection racket’, says culture secretary | The Guardian
Advertising isn’t the problem with ad-blockers – telecoms edition
Advertising isn’t the problem with ad-blockers