Tuesday, September 22, 2015

Quote, unquote: The need to disrupt the disruptors

"If the industry doesn't change its ways, rest assured, the cost of advertising will climb inexorably, for brands and all that support them. Scalable ads will have to be replaced by more handcrafted native ads. Extortion payments to blockers will become routine, as retail slotting fees have become routine in the consumer goods industry. Ad-block profiteers and publishers will engage in an endless technology arms race. The internet may survive as a mass communication tool, but it'll look much different, even perhaps post-apocalyptic."
-- Randall Rothenberg, president and CEO of the Interactive Advertising Bureau, writing in Advertising Age about ad blocking as the latest crisis.



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