The IAB drew a very clear line in the sand concerning adblocking technology recently when it decided to ban Adblock Plus from attending its annual leadership summit, yet extended a speaking invitation to the Web browsing extension Ghostery. While the feverish debate over adblocking rages on, the real conversation that we should be having is starting to surface.
The rise of adblockers is symptomatic of an industry in trouble; consumers have signaled that they want more control over their online experience so now is the time for advertisers to find a better solution, instead of workarounds like forcing users to pay for content.
With the industry finally getting real about how ugly the online experience has become, I’m confident change is on the horizon. But what does that change look like?