Why we should welcome ad blocking
Ad blocking is a phenomenon with far-reaching implications. As a response to intrusive digital advertising, consumers are sending a message to advertisers too important to ignore. The industry should welcome this message and think more seriously about how communications actually work. Bob Wooton, ex-chairman of ISBA, Alex Kozloff of IAB UK and the author Michael Bayler add their thoughts on this important issue.
Ad blocking has become a cause célèbre since Apple opened the mobile floodgates to blocking software last year. Much has been written about its explosive growth – most of it bemoaning the phenomenon and advocating measures to restrict or control it. But aside from the Canute-like impracticality of such measures, I think that there is good reason to welcome ad blocking and that we should embrace its immensely positive implications for online advertising. In this article, I will argue that ad blocking will be great news for effectiveness, great news for brands and ultimately great news for good publishers and other online media.