With every advancement in technology, the digital advertising industry will find itself at a new crossroad. Most of these crossroads have arrived in the obvious, even overt form of opportunity. The emergence of social platforms, the advent of smartphones, even the fragmentation and convergence of broadcast and online video, as complex and messy as it has been, all have been clear opportunities for digital advertising innovation and growth.
Yet today we find ourselves facing new challenges. From ad blindness brought on by the technologies we’ve created and audiences binge watching video content on mobile devices that bypass traditional broadcast advertising, to consumers who feel annoyed and overwhelmed by publishers who serve too many ads – which leads to cumbersome page loads and fuels ad blocking.
To borrow one of the tech industry’s favorite terms: consumers are ‘disrupting’ the advertising world.
Read more from Lauren Wiener in Adweek, The Era of People-Centric Advertising Has Arrived