Over the past few years marketers have attached increasing value to ad viewability… but what does that mean? And does it even matter?
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The real value of advertising to standard, ad-blocking and ad-filtering users
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There’s an interesting elephant in the room that a lot of people seem to enjoy not talking about…free content
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.
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 However, as the industry and technology has evolved, this way of thinking is no longer valid or accurate.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 typical online user is bombarded with thousands of advertising messages on a daily basis. Little wonder many advertisers struggle
The issue of transparency around the collection and use of online users’ personal data has hit the headlines recently, with
Great advertising is fearless. Yet COVID-19 has torn up the advertising strategy playbook, with many brands rushing to hit pause on all advertising.
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.
Users’ data has rapidly become the most important web asset for countless participants in the online economy.