How many times have you received a badly retargeted ad? The answer for most people is every day.

No one can deny that those ads can be annoying, but many people forget that advertising, at least in the short term, is necessary for the survival of online publishers.

Just not that kind of advertising.

Moreover, Apple recently announced its newest mobile-operating system that lets users install ad-blocking apps. Publishers now must understand the profound implications that badly targeted ads and ad-blocking technologies can have on businesses.

Publishers must put their consumers first and give them a sense of control. It's time to ask the serious questions: What do consumers want to see, what do consumers like to see and, most importantly, when do they want to see it?

Without answers to those questions, publishers are going to see their ads blocked and their revenues dwindle to record lows.

In response to the movement from print to online to mobile, publishers quickly need to figure out how to make ads work for users and create a continued digital revenue strategy. But publishers haven't made those tasks easy on themselves.

A majority of publishers have third-party scripts on their webpages from corporations like Google and Facebook. That's a problem—those companies use the publishers' data to sell their own products, and publishers aren't asking for anything in return.

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image of Lauren Pedersen

Lauren Pedersen is vice-president of Global Marketing at data and personalization firm Cxense.

LinkedIn: Lauren Pedersen