How many times have you received a badly retargeted ad? The answer for most people is every day.

No one can deny that those ads can be annoying, but many people forget that advertising, at least in the short term, is necessary for the survival of online publishers.

Just not that kind of advertising.

Moreover, Apple recently announced its newest mobile-operating system that lets users install ad-blocking apps. Publishers now must understand the profound implications that badly targeted ads and ad-blocking technologies can have on businesses.

Publishers must put their consumers first and give them a sense of control. It's time to ask the serious questions: What do consumers want to see, what do consumers like to see and, most importantly, when do they want to see it?

Without answers to those questions, publishers are going to see their ads blocked and their revenues dwindle to record lows.

In response to the movement from print to online to mobile, publishers quickly need to figure out how to make ads work for users and create a continued digital revenue strategy. But publishers haven't made those tasks easy on themselves.

A majority of publishers have third-party scripts on their webpages from corporations like Google and Facebook. That's a problem—those companies use the publishers' data to sell their own products, and publishers aren't asking for anything in return.

Conglomerates are no longer friendly partners of publishers all around the world.

Publishers demand their livelihood back

The key is to take control of your own data and use it to deliver a personalized experience. Personalized content and ads are critical to the success of digital publishers and to personalized experiences to draw in users.

Moreover, the value of content on the Internet, along with many publishers' revenue, is slowly decreasing. But both go hand in hand. Lack of revenue causes lack of quality content, leading to a less than ideal user experience.

So, how do publishers combat this issue?

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The War Against Ad Blocking: Publishers Fight for Their Livelihood

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ABOUT THE AUTHOR

image of Lauren Pedersen

Lauren Pedersen is vice-president of Global Marketing at data and personalization firm Cxense.

LinkedIn: Lauren Pedersen