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Postscript : Ad Tracking

From time to time, my newsletter gets a little TOO long and then I cut and move some of the more self-contained chunks to here, so that people can read the newsletter and if interested can jump to here for more detail. This is one of those chunks.

Are we winning? Well a whole lot more than we might have been pre-internet. 

Ad blockers are used by some 25% of internet users in 2019. In real terms, this means that 25% of internet advertising that uses trackers will not reach their intended audience. (It’s quite a bit more complicated than that, but the point is that somehow the word got out that people were being tracked and it was those pesky Ads doing all the tracking - enter Adblocking and so an industry was born and an ‘arms race’ ensued.)

The peak of the internet searching for the term ‘Ad blocker’ was September 2015. 

Me - I call it ‘tracker blocking’. There are sites that allow advertising and do not track. Ad blockers don’t work there - because there is no tracking to be blocked.

But there is no escape that at one point people were increasingly aware of ad blocking - what it was doing and most importantly - what it was doing to them. They got interested. And then it all fell away.

That's the mistake - we need to keep piling on. Keep reminding people what is going on.

Data People First Technology
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On Blocking Ads

To be strictly accurate - we should be talking about Blocking Trackers

... I came across this article (note if you are using an 'ad blocker' ... then guess what - they tell you that you have an 'ad blocker' on .... actually I don't use an 'ad blocker' - I use a 'tracking blocker'.

That aside, I thought I would extract some pertinent quotes from the piece and add my comments. The piece appeared in Adage and was written by Jason Jercinovic - and so all the quotes below I attribute to him. Adage says that "Jason Jercinovic is global head of marketing innovation and global brand director at Havas."

Havas is a pretty good agency that has produced some great campaigns for Air New Zealand, Global Mental Health and Canal+ - so I kind of feel that they (should at least) know what they are doing. I'll go further. They do - but it is clear that they remain bought into the narrative of 'poor us - we have to do this [efn_note]Use Ad Trackers[/efn_note] for it to work'. They don't.

So - let's get too it ...

and no one can blame the advertising industry for rapidly adopting them.

I can!