Of the many changes affecting marketers in 2015, one of the most significant is ad blocking. With almost 200 million active ad-block users globally, ad blocking is projected to cost publishers $22 billion in advertising revenue this year alone.

Digital advertisements have never been popular with consumers, but now Apple has done something about improving the online experience. The technology giant's newest iOS 9 software supports ad blocking Safari extensions, allowing consumers to remove unwanted ad content.

This aggressive move is simply a reaction to consumers' rejection of intrusive online advertisements. When a chat window or popup impedes researching and purchasing online, it disrupts an organic shopping experience. Naturally, customers have grown annoyed with digital ads.

Even as ad-blocking apps continue to reflect the growth of that trend and begin to more routinely block content such as trackers, scripts, and traditional digital advertisements, marketers nevertheless still have to drive campaigns that reach consumers.

The best strategy for doing so is to create better content that digital shoppers truly enjoy. It's a simple solution: If users block ads they don't want, we have to offer them ads they do want.

To improve the relationship between online shoppers and ads, marketers should identify when and why consumers turn away. With that information as their guide, marketers can create ads that do not automatically get blocked.

1. Provide valuable content

For many digital users, dealing with ads does not seem worthwhile. Such a small percentage of ads offer useful information, that blocking them entirely is justifiable.

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Adam Phillips is CTO of PureCars, provider of automotive value reports.

LinkedIn: Adam Phillips