“Give the people what they want” is one of those classic show biz quotes that’s often repeated and attributed to a variety of individuals. Whatever its true origin, it’s a common sense maxim that applies to just about any commercial enterprise. For those of us in marketing and advertising, it presents us with an often unsolvable paradox: Publishers must make money via ad revenues. The reader must not be overly annoyed.
It’s been a recent hot topic among those in the online advertising business who are concerned that many internet users install ad blocking applications into their browsers. Although this ad blocking technology is relatively new within the time frame of advertising history, the problem that today’s online advertisers face is an old one. It’s the never ending conflict between advertiser and consumer: How do you get someone to look at something that they’d rather not see? Continue reading