For centuries, advertisers have deployed the same basic ad strategy of delivering mass appeal messages to as broad an audience as possible, as often as possible. And while the channels and technology available to reach and engage targeted audiences have grown exponentially over the years, advertisers have largely remained on the sidelines of innovation.
As consumer frustrations mount over the current state of digital advertising, leading millions to download ad-blocking technology, the time for change is now. This is one of the most consequential issues that the advertising and publishing industries have ever faced — and it's long overdue. There is no doubt an opportunity for the industry to come together.