I don’t find it coincidental that around the time programmatic advertising became a norm for the advertising industry, adoption of ad blocking technologies started to spike. All that around 2011. From a point of view the online advertising industry is on a path of self-destruction. They’ll spook users too much that they’ll end up blocking ads altogether, regardless whether they’re targeted or not. It’s already happening and my guess is that it will continue on a steady pace. Once it reaches 50%, which I estimate will happen in the next two to three years, the online advertising industry will implode. At least every other week we read an article from a major venue that discusses the effects of ad blocking. The funny thing is that although they’re worrying their reaction till today is almost nonexistence. I’ve yet to witness a panel in a digital marketing conference where there is an honest discussion about the issue. They just don’t care, they only thing they care about is how to circumvent ad blocking technologies.
You've hit the nail on the head there. This is my exact experience. As I started to notice the retargeted ads, I found them creepy. That led to my initial research into using ad-blockers.
My first reaction though was abhorrence, and a refusal to ever deal with the company using that ad- retargeting. The practice feels like something a really scummy sly used car salesman would use.
>My first reaction though was abhorrence, and a refusal to ever deal with the company using that ad- retargeting.
I don't think you realize how many companies you've decided to not do business with.
>The practice feels like something a really scummy sly used car salesman would use.
How different is it from walking into Home Depot and talking with a salesperson about paints to touch up the home you're about to put on the market. Then, upon return a month later, that same salesperson recognizes you, inquires as to your new home and mentions a deal they're running on Sherwin Williams paint?
In that case, I've gone back to the store, so it's clear that I'm prepared to do business with them.
It's also a social interaction. If the sales person did that of their own volition, then I'd react positively.
However, I'd be less responsive if the information had been retrieved via, say, facial recognition in some way.
The difference is that one case is someone (or a business) wanting to help and improve my life -- and, yes, to sell me something. The other is someone wanting to ell me something.
>The difference is that one case is someone (or a business) wanting to help and improve my life -- and, yes, to sell me something.
I think you're being overly generous in the case of the former. The person's livelihood depends on selling you something. She or he is just wrapping it in a social patina that will prevent your "I'm being sold something" warning lights from going off.
Based on the people I have talked with, who are non-technical, and need an adblocker, it was youtubes commercials before the video that made them install the adblocker, not any idea about tracking.
Exactly. The monetizing of web services thru advertising, while extremly common now, is nothing but a short term (self-destructing) strategy, it can not be viable for the long future.
