The COVID-19 pandemic has worked its way into the fabric of every industry and every organisational infrastructure across the planet, and the advertising sector is no different.
The smartest advertisers in the room need to move fast to recoup lost revenues
For over a decade the advertising industry has seen digital content consumers as almost binary; ad blocking users and non-adblocking users. However, as the industry and technology has evolved, this way of thinking is no longer valid or accurate.
The future of online advertising has to involve creating and delivering high-quality, non-intrusive ads that strongly appeal to a specific user community, because this is a fair exchange that the vast majority of users are more than willing to accept.
This new privacy-first epoch presents an opportunity for industry-wide collaboration to create a New Deal for the benefit of all its participants.
The Acceptable Ads Committee (AAC), the independent committee that creates ad standards for ad-filtering users, is constantly at work identifying the needs and gaps of desktop and mobile-specific advertising criteria.