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Interview: Immediate Media on ad-blocking

Interview: Immediate Media on ad-blocking

The publishing world is changing fast as print circulations wane and consumers migrate online.

But it’s not just a shift in consumer behaviour that publishers are having to contend with; advertising is changing too, with the rise of programmatic in particular opening up a number of new challenges for digital.

While ad fraud technology becomes increasingly advanced, with bots mimicking human behaviour more convincingly than ever before, human beings are actively rejecting online advertising with ad-blockers – and publisher revenues are taking a hit.

[advert position=”left”]

So, with 70-80% of display ads expected to be traded programmatically by 2018 – and viewability at less than 50% in the UK – how can digital publishers get on top of fraud, viewability and ad-blocking?

Newsline caught up with Immediate Media’s commercial director, Duncan Tickell, at the annual Automated Trading Debate to find out.

Tim Greatrex, Founder, Rezonence, on 19 Oct 2015
“Agreed that the industry needs to do more but where is the leadership coming from all industry stakeholders; publishers, advertisers and agencies should be pushing the frontiers in the quest for a free, clean, uncluttered web experience. The IAB's L.E.A.N is a start, Sir Martin Sorrell thinks cash Paywalls are the future but look what happened to The Sun and others that adopted them. Maybe the debate is reaching the top table and hopefully it will elicit real actions, experimentation and outcomes.”

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