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Blogs and blogging Business and work

Pretty pleased with my latest in-depth piece on ad blockers

I’ve been thinking about why people use ad blockers and paying attention to how publishers are responding to the ad blocker phenomenon. It is a fascinating development that highlights pretty deep-seated dissatisfaction with the state of online advertising and an industry a little too caught up in what it can do and not what it should do.

I received some feedback on a guest post I submitted for publication on a content aggregation platform that inspired me to spend almost 4 days researching and writing a series I called “Ad Blocker Strategies” (most of that time home sick with borderline pneumonia) which has been published on imonomy’s blog.

I usually don’t usually share or promote my “work” articles here but I am pretty pleased with this piece. It runs to almost 6,000 words and represents my better work. It is split into three parts and here they are:

http://blog.imonomy.com/ad-blocker-strategies-ad-blockers-awaken/

http://blog.imonomy.com/ad-blocker-strategies-publishers-strike-back/

http://blog.imonomy.com/ad-blocker-strategies-new-hope-publishers/

Let me know what you think? I’m sure we’ll also release a consolidated version as a PDF in the coming weeks and share it on the imonomy blog.

Update (2016-01-17): Business2Community published a guest article I submitted to it titled “A Case Study In Industry Responses To Ad Blocking” which is, roughly, an extract from the Ad Blocker Series.

Image credit: Business newspaper reading by Olu Eletu, released under a CC0 Dedication.

Categories
Business and work Policy issues

Perhaps you should reconsider targeted advertising

A paradigm-shifting conversation with one of my editors prompted to consider the merit of not targeting online ads using consumers’ personal information. That, in turn, led to my latest article on MarkLives titled “Marketers should reconsider targeted online ads” which was published today:

Conventional wisdom in the marketing industry seems to be that better targeted ads are more effective. It makes sense. If you can present an ad to a consumer whom you believe is actually interested in your services, surely that consumer will be more inclined to purchase from you?

A prominent example of this thinking in action is Facebook, where ads are customised based on your Facebook activity and profile data. If you start posting about your love for sushi and share that love in your profile, you can be sure you will soon see ads for sushi products and restaurants alongside your News Feed.

One of the implications of not targeting consumers using their personal information is that your marketing campaigns may sidestep the Protection of Personal Information Act’s constraints. It is an interesting benefit, if that pans out, because of the compliance overhead the Act requires. Of course marketers would have to weigh up the benefits of targeting ads using personal information and the costs of complying with the Protection of Personal Information Act but its an interesting idea.

There is more to my article so go read it and let me know what you think?