Normal view MARC view ISBD view

The influence of ad blockers on the online advertising industry / Tomisalv Ivanjko, Tanja Bezjak.

By: Ivanjko, Tomislav.
Contributor(s): Bezjak, Tanja [aut].
Material type: ArticleArticleDescription: 291-299 str.Other title: The Influence of Ad Blockers on the Online Advertising Industry [Naslov na engleskom:].Subject(s): 5.04 | online advertising, ad blocking, user experience, banner, ad | online advertising, ad blocking, user experience, banner, adOnline resources: Elektronička verzija | Elektronička verzija In: INFuture2017: Integrating ICT in Society International Conference The Future of Information Sciences - INFuture (6 ; 2017 ; Zagreb) str. 291-299Summary: Online advertising developed in 1994 as a means of financing website content production, but a constantly decreasing number of ad impressions and a significant rise in ad blocker users have incurred the loss of 30% of total industry revenue in 2015. However, studies reveal that two-thirds of current ad blocker users would to be willing to turn their blockers off should overall user experience be improved. As marketers continue debating whether the ad block revolution will finish online advertising, this paper presents an alternate viewpoint. It suggests that the rise of the ad block has been beneficial to the industry, because exposing the weaknesses of the current advertising model and the reasons for blocker popularization prompts the damaged model to change. It gathers best practices in dvertising and recommendations for creating ads which do not need to be blocked.
Tags from this library: No tags from this library for this title. Log in to add tags.
No physical items for this record

Online advertising developed in 1994 as a means of financing website content production, but a constantly decreasing number of ad impressions and a significant rise in ad blocker users have incurred the loss of 30% of total industry revenue in 2015. However, studies reveal that two-thirds of current ad blocker users would to be willing to turn their blockers off should overall user experience be improved. As marketers continue debating whether the ad block revolution will finish online advertising, this paper presents an alternate viewpoint. It suggests that the rise of the ad block has been beneficial to the industry, because exposing the weaknesses of the current advertising model and the reasons for blocker popularization prompts the damaged model to change. It gathers best practices in dvertising and recommendations for creating ads which do not need to be blocked.

Projekt MZOS projekt

ENG

There are no comments for this item.

Log in to your account to post a comment.

Powered by Koha

//