The growing popularity of ad-blocking tools has become a full-blown crisis in online publishing. As ads disappear, publishers' revenue evaporates, and digital outlets quietly close their doors.
It's easy to blame software companies and ad-adverse users for the $21.8 billion ad blocking will cost publishers this year, but the real problem lies with the ads themselves and the pipes used to serve them. They're detracting from the overall user experience.
Now that Apple has moved into the mobile ad-blocking game, publishers must radically change their ads and rethink their archaic ad stacks to appeal to users... or brace themselves for a major financial blow.
Are you fighting an invisible enemy?
At the core of the ad-supported publishing model is a problem that no one seems to be talking about: Publishers know readers are using ad-blocking software, but they don't really understand what's motivating this behavior.
Publishers are fighting who they consider to be computer geeks content to skim top stories for free and to steal ad dollars along the way.
But the problem is more complicated than that.
Know your readers