Three is rolling out ad blocking across its network as it aims to place the customer experience at the heart of the brand and encourage marketers to “shape up” when it comes to reducing the intrusion of their mobile advertising.
Both EE and O2 have said they are exploring options to give consumers more control over the type and quantity of ads they receive as they look to ensure they are part of the ad blocking debate and try to enforce good behaviour among advertisers.
Online ad blocking is portrayed as the marketing industry’s nemesis, but even though technology exists to circumvent it marketers have a responsibility to improve their targeting and creative executions to dissuade people from using it.
Google has teamed up with publishers to launch an ambitious project that aims to speed up loading times across the mobile web as it looks to battle the rise of ad blockers with a call for the advertising industry to set out new ad standards to improve the user experience.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.