One Answer to Ad Blocking Is Fewer (Yes, Fewer), Better Ads
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Consumers have fallen out of love with advertising. What once was celebrated as an art form became a relationship of passive tolerance before moving to annoyance, irritability and eventual disengagement.
That disengagement is manifested most obviously in the rapidly growing user base of the various ad-blocking tools available. In the coveted 18-to-29 year-old age group, 41% of American internet users are reported to use the software. That’s almost half of the most valuable target audience for brand advertising in the world’s most mature advertising market.
Users who don’t block ads are currently subsidizing the ad-free experiences of those who do, contributing to what are increasingly untenable advertising revenue targets on popular web destinations. While there is still considerable time before the tipping point is reached, if things continue as they currently are there will come a time when inventory restrictions from ad blocking do directly contribute to the shuttering of web services or their restructuring in a form that is unrecognizable from today.
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