China blocks ad blockers
As part of an update to China’s Great Firewall, which tightly regulates how its citizens access and use the internet, ad blockers like Eyeo’s AdBlock Plus have been left out in the cold. The new rules make it illegal to tamper with or block the content of an ad. The result: ABP looks to lose about 159 million users.
Read more at The Register
Maybe ad blocking doesn’t matter
Radium One’s Mark Cooper offers the “heretical” opinion to clients that because online inventory is growing and those who block ads would never engage with them anyway, ad blocking doesn’t have that great an affect on online advertising’s ultimate performance. “Another reason not to torment yourself about ad-blocking is that unlike ad verification issues such as viewability, fraud and brand safety, you’re not wasting money… In those scenarios you waste money on ads that weren’t seen, were seen by a robot or were placed in a damaging environment. In ad-blocking, it simply means an ad was never served. That’s less opportunity but no cost.”
Read more at Campaign
Are marketers finally hearing the quality-over-quantity argument?
“I think we’re heading towards a world where content is about consumers opting in and your content has to be good enough for people wanting to see it and so creativity has never been more important in driving business performance,” Syl Saller, Diageo’s chief marketing officer, told CNBC last week.
Read more at CNBC
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