Advertising in the Age of Ad-Blockers

Advertising in the Age of Ad-Blockers

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Department

Journalism & Mass Communication Department

Abstract

In the new VUCA (Volatile, Uncertain, Complex, and Ambiguous) world that consumers live in, there are new rules that will reshape all elements of advertising. Many shifts need to be studied and analyzed. These include issues such as consumer migration to the new on-line digital platforms, the changing consumer viewing behaviors, and interaction with content. Advertisers as well as advertising agencies are reshaping their business models and their understanding of the industry future. This chapter will explore the impact of technology, data proliferation, and omni-channel customer touchpoints on how organizations will manage advertising and consumer communication strategies. The author will review the opportunities provided by technology for advertisers to get insights about the digital-age consumer and the threats due to the control tools that consumers can use such as ad-blockers. This chapter will review the impact of ad-blockers on digital ad ecosystem and measures taken by advertisers to fight against them.

Publication Date

2022

Document Type

Book Chapter

Book Title

Moving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19

Editors

Tereza Semerádová and Petr Weinlich

ISBN

9781799882947

Publisher

IGI Global

City

Hershey, PA

First Page

199

Last Page

231

Keywords

advertising, adblockers, Online Behavioral Advertising (OBA), VUCA World, Internet of Things (IoT)

Disciplines

Communication Technology and New Media | Mass Communication | Public Relations and Advertising

Advertising in the Age of Ad-Blockers
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