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Ad Blockers And Online Advertsing
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Adblockers are like a boon for web surfers and a bane for marketers. With a billion dollar industry built on the digital advertisement, ad blockers are emerging as a trifling point for business and brands. Ads all over the internet space, in websites, in messengers, in search engine results. The colossal reach of the ad industry can be perceived from the vast networks of online advertising companies and a strong and well-built platform for advertisers. Even if, ads have found a stumbling block from ad blockers, the section of internet users who have not much than a little problem with disruptions in surfing experience, have been the major audience for the industry.
The Surfing experience of users is usually disrupted with a section of ads that pops up interrupting the browser. If clicked, these ads land up in websites that are irrelevant to the websites or the content. These types of ads create a negative experience that leads to installations of ad blockers. However, users might lose relevant ads and contents while blocking ads without any discrimination.
Without their knowledge, they are debarred from those relevant ads that are targeted according to demographics and their surfing behaviour. These ads are less intrusive in nature and can be massively beneficial for the user. Such ads bring users to their exact requirement, offers or events they are seeking for.
Thus, the negative aspects of ad blockers on users are not unnoticed. Still, there are certain concerns about these ads that are displayed only to targeted users. Consumers are targeted based on their web browsing habits. Personal information that they provide in websites is also the basis of such targeting. Hence, it means that brands and marketers have access to personal browsing habits of users as well as their personal information, although there is a certain degree of anonymity. This is the bone of contention and another reason for the increasing influence of ad blocks in the industry.
As the popularity of ad blockers is rising up, its threats to content distributors and websites are also increasing. Advertisements are the major way of revenue earning for content based websites and blocking ads removes this earning opportunity. Thus, ad blockers have been a contribution towards a negative disruption in the internet economy. However, there are also some positive impacts of ad blockers.
As the trend of blocking ads through browser extensions is forcing marketers to get into innovative ways of advertisement, marketing will develop as an advanced sector that meddles less with user experience. An example of such strategy is Native ads that are in the form of informative contents or general articles. Such ads are actually information and write ups that light up some current topics. These are far from being intrusive and offers a positive experience to users. Moreover, content creators could find another way to earn from users in return of contents in the websites if they block the nonintrusive ads.
Ad blockers manifested as a power to users and to end the imposing attitude of marketers on users. This is a challenge for marketers and brands in the internet ecosystem to keep themselves in tandem with the audience or the end users of their product.
The author is associated with Media Conversion, a Video Ad Network.
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