To many internet users, ad-blockers are wondrous tools that are essential to creating a comfortable online experience. By simply downloading and activating an add-on to your browser, all the unwanted, intrusive advertisements, that tarnish the reputation of online-advertising, disappear like magic.
With simple knowledge of how pay-per click advertising and other forms of digital advertising work, it’s easy to see why ad-blockers can be a problem for the revenue streams of ad hosts. Unfortunately, this means that the income of producers whose work you enjoy is also damaged. Your favorite Youtuber, blog or online magazine will lose money all for the sake of removing ads from your online explorations.
A quick fix for this, you may say, is to turn off the ad-blocker for those sites you wish to support. I for one find this fix to be flawed in principal, and too simple a method for resolving such a complex issue.
In essence, ad-blockers decrease the quality and quantity of data available to websites. By blocking all ads and toggling them on for certain websites, such advertisement creators have less data to use as a means for improving their displays. Clearly a more holistic approach is required.
Despite all of this, however, our behavior as ad-blocker users has resulted in insights that may lead to a solution so save the online advertising industry; the answer, ironically, is more ad-blockers.
Introducing, the Coalition for Better Ads.
Essentially, leading companies in online media and advertising formed the Coalition in a pledge to work towards improving the quality of online advertising. By adhering to the Coalition’s guidelines, members are collectively improving the experience of internet users by ensuring their advertisements meet certain standards; such standards include non-usage of auto-play advertisements or large sticky ads, the rest of which can be viewed on the Coalition’s website.
The genius fix that will save the advertising industry is therefore to have companies like Google and other web-browser producers create a built in ad-blocker that enforces the guidelines of the Coalition; the end result is bad ads disappear, good ads (or those exempt by the guidelines) remain.
The Coalition’s guidelines are informed by research into user’s experiences. Therefore, this new ad-blocker will target only those advertisement which users deem to be annoying and intrusive, creating a better experience by cleaning up the internet and leaving only the good bits behind.
Indeed, this is an interesting approach to resolving the dilemma of ad-blockers and their impact on advertisement revenue, yet there still remains question as to just how effective the proposed idea will be. What are your thoughts?
For more detail, I recommend reading an article where I discovered this topic on Wired dot com.