Complete Story
11/19/2015
To fight ad blocking, build better ads
The first time I installed an ad blocker on my browser was in 2006. I don’t remember how I heard about Adblock Plus, but I do remember feeling a rush of satisfaction as the ads disappeared.
I clicked around the Internet, smugly appreciating the commercial-free space I’d created for myself. But it wasn’t long before I landed on the website for my own employer, the tiny independent magazine Sustainable Industries. When I did, I felt a guilty, sinking feeling. I wasn’t seeing ads there, either, and I knew quite well those ads helped pay my salary.
I uninstalled the plugin.
For years, publishers argued the same message that convinced me to turn off my ad blocker: Free content isn’t free; it’s subsidized by advertisers, who want to get their messages in front of users. But increasingly, users say, they’re the ones paying for the ads: with their privacy, their patience, and their mobile bandwidth. What they’re not paying with is the currency advertisers would most like them to spend: their attention. Instead, they’re tuning out ads or turning them off entirely.
