For consumers looking for a stress-free session online, the arrival of ad-blocking software has been a godsend. However, the technology isn't getting everyone's praises.
While there's a lot of irrelevant advertising content found on the web, for leading marketers trying to sell their brand to potential customers, the ad-blocking tool has become more of a hazard — and a danger to vital income and sales.
"What the consumer is telling you by putting this ad-blocker in is 'look I am being bombarded by mindless content that is not even relevant to me or interesting to me' – and they just don't want to be bombarded with this," Raja Rajamannar, MasterCard's chief marketing and communications officer told CNBC's "Marketing.Media.Money."
"It's like an 'omni-block' where even the good content that is relevant to them is being excluded, and they are prepared and willing to go ahead with that direction, because the rest of it is so extraordinarily irrelevant to them and the span of attention for consumers today is so less, that they don't want to waste their time on something that's not relevant."
"So I can understand as a consumer why they are putting ad-blocks (in). (But) as a marketer now it's a huge challenge."