A Smart Way to Out-Block Ad Blocking

On one side of this coin ad blocking comes off as consumerfriendly tech which keeps unwanted displays and messages away On the other Web sites especially startups lose the advertising revenue they competed against other media for when the placement of those displays and messages are unseen by Web viewers IAB believes Web sites will lose more than 22 billion this year as ad blocker activity grows by 48 percent over 2014Amid a day headlined by amp8220Late Nightamp8221 host Seth Meyers Hulu chief Mike Hopkins and YouTube CEO Susan Wojcicki IAB president Randall Rothenberg asked a trio of Web entrepreneur newcomers in the audience to stand up and detail their ad block dilemmas All three expressed their frustration with the scene more with the companies providing the block mechanisms and being so public about it than consumers Later they joined reporters upstairs to witness an IAB press conference on further action being considered by the associationSeveral legal options are on the table none set to be executed Scott Cunningham leader of the bureau39s technology lab explained For now the amp8220block the blockingamp8221 recourse will consist of increased consumer education detection tools for Web publishers and experiments with software solutionsquotIt39s time for us to double downquot Cunningham declared quotWe don39t want to see highway robbery taking these sites hostagesquotOne solution that is right under the noses of both Internet players and the IAB is to encourage sites to move quicker into formats suited for display and use on smart TVs and smart TVmaking devices such as Roku Chromecast and Apple TV 20 With the public embracing these sets and devices in bigger numbers and Weboriginated services like AirBNB Zillow and Orbitz going into smart applications this could be an avenue that compensates at least in the short term for revenue losses elsewhere What39s more by reaching out to the likes of Apple Samsung LG Roku Google Amazon and Nvidia those institutions separately or banding together could reach back to IAB with advanced technologies able to reduce the ability of the adblock professionalsCunningham and the Web site officials at the press conference see only small value right now in pursuing this course What matters at the moment is to support the existing platform aka the InternetHowever if Apple CEO Tim Cook39s declaration that the future of TV is apps gets the expected traction over the next year or so the Web community and IAB might go into rethink mode Keep in mind that given the status some of the smart crowd keeps as proconsumer tech makers like Apple and Amazon they might come up with a solution winning out with both Internet creators and users anywhereThe direction is worth investigating right now All involved might be surprised with what turns upUntil the next time stay well and stay tunedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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A Smart Way to Out-Block Ad Blocking

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