... review their current strategies behind ad serving online.
According to a recent blog posting by the Internet Advertising Bureau's Jed Mole, the point here is not to focus on what is taken away – but what is gained.
This, Mole posits, leads us to data and insight. What does it mean if an individual does, or does not choose to block ads?
Answering his own question Mole argues: "If decades of direct marketing experience across physical mail, phone and online advertising tells us anything, it’s that this act alone cannot and should not be taken as an implicit opt-in or indeed opt-out of all kinds of channel communication".
"The context is the crucial piece of information, the kind of insight only data connectivity can deliver, ie the ability to connect online and offline data across all devices to create a real view of the customer".
"Furthermore, does opt-out on mobile ads mean other channels become that much more valuable? Does it put more of a premium on social, on display, on sponsored links? What does it mean for naysayers against online – and offline – native advertising techniques? This digital insight to optimise campaigns is driven by effective customer data analysis".
"Finally, the very best ways to ensure a better future for marketers and consumers alike is for marketers to continuously strive to improve their ability to deliver relevant, consistent communications through connected data but, in the meantime, to encourage a balanced perspective."
Read the original unabridged IABuk.net article.