"brand advertising" entries
Ad blockers won't destroy the Web, but they might bring us back to the Web we intended to build in the first place.
You might have noticed a small dustup around ad blockers over the last few days. Someone on Twitter asked how this came out of nowhere in three days. Well, it didn’t. It’s been building. Apple kicked it into overdrive by adding ad blocking capability to iOS, but there’s nothing really new.
I recently started using an ad blocker: just Adblock Plus, and just on Chrome. While I’m an ad-hostile person, I’m not aggressively ad-hostile. For the most part, I’m content to ignore advertising. But some site (I don’t remember which) just went too far, probably with mouseover popups that obscured what I wanted to read, and I said “I’ve had it.” You can waste my bandwidth, but don’t prevent me from reading articles.
So, with that in mind, here are a few observations.
If you’re in the ad business, don’t make the experience worse for the readers. Seriously: you ought to realize that if you’ve just annoyed someone, they’re not likely to click on your ad, let alone buy your product. Doc Searls (@dsearls) wrote absolutely the smartest thing I’ve seen on this controversy: “If marketing listened to markets, they’d hear what ad blocking is telling them.” And if people are telling you, “we don’t want you, go away,” you’d best figure out why, rather than whining about it. (Searls’ entire series on advertising is excellent, and you should read it. The last post, Debugging adtech assumptions, lists all the prior posts). Read more…